Overview

Will the tidal wave of globalisation lead us to a bland and uniform cultural landscape dominated by a unified cultural perspective? Will cultural imperialism triumph in the twenty-first century? Or will culture, which drives human behaviour through religion, language, geography and history, maintain its influence on the human consciousness? In The Cultural Imperative world-renowned intercultural expert Richard D. Lewis, , explores these questions, examines the forces that keep us from taking off our cultural spectacles and explains how cultural traits are to deeply embedded to be homogenised, as predicted by so many others. This is the cultural imperative.

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9781931930352

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Reviews

Richard Lewis's approach has been an absolutely marvelous way to get my students to appreciate how and why cultures are different, and how to benefit from this. It is great to see him now turn his practical wisdom to the future in such a spellbinding, readable and timely new book. A real imperative for understanding cultural trends! --Ulla Ladau-Harjulin, Principal Lecturer FRSA, Swedish School of Economics and Business Administration, Helsinki, Finland A very revealing and sometimes shocking vision of confrontation and/or cooperation of world cultures in the twenty-first century. A must-read in MBA programs and to be highly recommended to everyone involved with the study or practice of cross-cultural interaction and management. --Peter N. Shikhirev, PhD, Director, Centre for Social and Psychological Studies, Graduate School of International Business, Academy of National Economy by the Government of Russia Richard Lewis has developed a rich and powerful tool that serves to disseminate cultural complexities, which allows for leveraging opportunities and minimizing threats. Such issues would be paramount in any international business situation... A global mindset is imperative for us all. --Marta Szabo White, Ph.D., Assistant Professor, J. Mack Robinson School of Business, Georgia State University [The] thesis of the book is the argument linking cultural dimensions of nations to national competitive advantage. Richard Lewis develops a simple yet convincing model for understanding the historical evolution of the major national cultures and their juxtaposition to the rest of the world to day. The value of [The Cultural Imperative] is its new way of weaving a new explanation for considering the role of national cultures, language development, national aspirations and history in understanding the sources of future conflicts relating to global economic development. --Arie Y. Lewin, Professor, Director Center for International Business Education and Research, The Fuqua School of Business, Duke University Richard Lewis' extensive experience and knowledge of many cultures provides rich anecdotes coupled with interesting insights and opinions. The book stimulates personal reflection on the continuing importance of culture in a globalizing economy. --Susan Schneider, Chaired Professor of Human Resource Management, HEC University of Geneva

Author Information

Richard D. Lewis was knighted by President Ahtisaari of Finland for his services to the country spanning 50 years. He is chairman of Richard Lewis Communications, an international institute for cross-cultural and language training with offices in more than a dozen countries (visit the website at http://www.crossculture.com). Richard Lewis lectures and consults worldwide with clients that include Mercedes-Benz, Nokia, Rolls-Royce, Volvo, Deutsche Bank and Unilever. Among his many books are When Cultures Collide and Finland: Cultural Lone Wolf.

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