Riding The Waves of Culture: Understanding Diversity in Global Business

As U.S. organizations continue to explore overseas business opportunities, they will be challenged to adapt to the new market's local characteristics, legislation, fiscal regime, sociopolitical environment and cultural system. Riding the Waves of Culture shows international managers how to build the skills, sensitivity, and cultural awareness needed to establish and sustain management effectiveness across cultural borders. This revised edition is updated with new research and statistics.

More than an encyclopedia of cultures and customs, this essential guide:

• Describes successful and failed cross-cultural business transactions of multinational organizations such as AT&T, Heineken, Motorola and Volvo
• Offers techniques managers can use to anticipate and mediate some of the difficult dilemmas of international management
• Uses country-by-country graphs, examples, and other comparisons to illustrate how different cultures regard and respond to various management approaches
• Includes a CD-ROM of graphs, charts, and exercises to help readers evaluate their effectiveness as a global manager

For example, when do you respect rules over relationships? In Germany rules rule, in South Korea, relationships overshadow the law.

Fascinating reading, incredible insights - you won't be disappointed in the usefulness of this work.


For Business Poeple and Managers   June 30, 2005
Layla (Dubai - UAE)
11 out of 11 found this review helpful

This is a shorter, and more condensed version of the authors' earlier book 'Building Cross Cultural Competence'. In this book, the authors' target managers and business people who are looking to understand cultural differences and how to deal with them in a variety of circumstances and situations. Each chapter begins with am introduction to one of the dimensions, a discussion of how the differences manifest themselves and concludes with 'tips' on how to deal, and how to do business, with the different culture explored in that chapter.

The authors use the same six dimensions of culture introduced in their earlier work (universalism vs. particularism; individualism vs communitarism; specificity vs. diffusion; achieved status vs. ascribed status; inner direction vs. outer direction; and sequential time vs. synchronous time), but they present these dimensions in a much more accessible and simple manner with more emphasis on what each dimension actually means for business people and how it affects business-related situations.

This book has become the reference for business people and managers in the area of culture. Simple and very well written without losing credibility; this is a book that will enlighten and guide any manager in dealing with people from other cultures. While in some ways it is a 'western-centric' book (targeted to Western - especially US - managers), it remains very useful for managers from other cultures since the authors have attempted to keep the examples and discussion culturally neutral.


Exceptionally useful and data based   May 21, 1998
9 out of 9 found this review helpful

I work in a large international ag company. I've been working on a project on how to approach the challenges of language and culture in fully integrated cross-hemisphere teams. I've done a lot of reading of articles and books. This book is the best resource I have found. Trompenaars gives you a framework to begin to think about and understand the differences between cultures. What makes this really valuable is that the information on how specific cultures operate within this framework is based on a database of reponses from more than 30,000 managers around the world. The book is full of specific examples and data to support conclusions.


Highly Recommended!   July 24, 2001
Rolf Dobelli (Luzern Switzerland)
14 out of 16 found this review helpful

The results are in: All of those stereotypes that we've been told to forget are, in fact, true. At least, that's what a survey of 30,000 people from 31 nations suggests. The data paints some familiar pictures: the inflexible German, the vacillating Frenchman and the pushy American. The statistics from the survey support the conclusions reached by authors Fons Trompenaars and Charles Hampden-Turner in the earlier, first edition of this book: Don't base business decisions on the rhetoric that people are the same regardless of race, color or creed. They aren't! Academically organized, dense with anecdotes and, this time, thoroughly documented, Riding the Waves of Culture is entertaining at least, and possibly essential in this global age. We [...] recommend this book to any professional approaching an international management task, or overseeing a business that stretches across regional boundaries.