Individualism vs Collectivism?

In 1981 William Ouchi put forward an idea of motivation. He states that society should "develop a complete unity of goals between individuals and the community such as that an autonomous individual would naturally seek to work hard, cooperate, and benefit the community."

Ouchi's theory might work in a collectivism society such as Japan where "groups" benefits" are put before individual's. It is a very inspirational idea; yet will it work in the Western societies? I doubt. When we talk about the theory of motivation of particular groups, we cannot deny that we need to understand the "cultural background" of the people in the group.

When we address intrinsic motivation and extrinsic motivation, in my opinion, yes, it is "self" thing; yet the "self" are influenced by the culture or the environment in which we brought up - it shapes what we belief.