Paper Title
The Study of Indulgence and Restraint value in Big Data analysis for Asian Banks

The cultural value – Indulgence vs. Restraint (IVR), the latest dimension from Hofstede’s study, influences on how the customers think and react on financial service companies’ various initiatives. The paper links these two important phenomena by exploring business cases of Asian banks in from which it concludes that, even though a similar project of big data has been deployed in two countries, in terms of the methodology of implementation and application to their customers, there were a noticeable difference mainly due to the different level of IVR in each country. The value of this paper lies, not only on its finding from the business cases, but also on its the attempt to open a new avenue of cultural studies on big data. Index terms - Big data, Cross-culture, Financial Service, Digitalisation, Customers behaviours