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Many managers understand that cultural differences affect the process of doing business, but many underestimate by just how much. This book aims to dispel the idea that there is only one way to manager and encourages readers to get to know their own culture before doing business with others. The author explores the cultural extremes and the incomprehension that can arise when doing business across cultures - even when people are working for the same company. The book explains that there are five key factors or orientations that affect how people all deal with each other, do business and manage. The goal is the "transnational organization" - one in which the company can take from each country what is best, and for those who are sensitive to these differences, the opportunities are enormous. With many practical examples and case studies, this book brings insights to the dilemma of reconciling corporate consistency with local conditions as business life rapidly internationalizes. In 1991 Fons Trompenaars was awarded the International Professional Practice Area Research Award by the American Society for Training and Development (ASTD).
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RIDING THE WAVES OF CULTURE Second Edition
RIDING THE WAVES OF CULTURE UNDERSTANDING CULTURAL DIVERSITY IN BUSINESS
FONS TROMPENAARS AND CHARLES HAMPDEN-TURNER
NICHOLAS BREALEY PUBLISHING LONDON
This new edition first published by Nicholas Brealey Publishing Limited in 1997 36 John Street London WC1N 2AT, UK Tel: +44(0)171 430 0224 Fax: +44 (0)171 404 8311
671 Clover Drive Santa Rosa CA 95401, USA Tel: (707) 566 8006 Fax: (707) 566 8005 http://www.nbrealey-books.com
Reprinted with corrections 1998 Text © 1993, 1997 Intercultural Management Publishers NV Charts © 1993, 1997 Nicholas Brealey Publishing Ltd The rights of Fons Trompenaars and Charles Hampden-Turner to be identified as the authors of this work have been asserted in accordance with the Copyright, Designs and Patents Act 1988. ISBN 1-85788-176-1 British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording and/or otherwise without the prior written permission of the publishers. This book may not be lent, resold, hired out or otherwise disposed of by way of trade in any form, binding or cover other than that in which it is published, without the prior consent of the publishers. Printed in Finland by Werner Söderström Oy. Digital processing by The Electric Book Company, London, UK, www.elecbook.com
CONTENTS
PREFACE TO THE SECOND EDITION
IX
1 AN INTRODUCTION TO CULTURE
1
The impact of culture on business How proven formulas can give the wrong result Culture is the way in which people solve problems The basis of cultural differences Structure of the book REFERENCES
2 5 6 8 11 12
2 THE ONE BEST WAY OF ORGANISING DOES NOT EXIST
13
What the gurus tell us Neglect of culture in action Culture as a side dish? An alternative approach SUMMARY REFERENCES
13 14 16 17 19 19
3 THE MEANING OF CULTURE
20
The concept of culture The layers of culture Culture directs our actions Culture as a “normal distribution” Cultures vary in solutions to common problems and dilemmas SUMMARY REFERENCES
20 21 24 2