Understanding culture and its implications for e-learning

Universities around the world are facing the task of adapting to a changing environment. In a contemporary global context, universities must respond to new educational needs, leading to a global process of enhancing lifelong learning. In addition, they must add new demands not only by students but also from other stakeholders who see the university as a core institution of training for adults. In the highly competitive and global environment of universities, traditional elements such as geographic location are less important in favour of other more intangible factors, such as the image of universities, prestige, and ability of adaptation to the training needs of people. Moreover, the phenomenon of e-learning leads to an increase in the competition between universities, where previous intangibles are increasingly important, as well as those that emphasize cultural aspects. This chapter presents how cultural dimensions are related to higher education, particularly from the work of Hofstede and the Globe project, as well as some cultural elements to consider in virtual environments.