The Cultural Imperative: Global Trends in the 21st Century

Book The Cultural Imperative: Global Trends in the 21st Century

Book details

- By: Richard D. Lewis(Author)
- Language: English
- Format: PDF - Djvu
- Pages:338
- Publisher: Nicholas Brealey Publishing (October 2, 2002)
- Bestsellers rank: 3
- Category: New, Used & Rental Textbooks
*An electronic version of a printed book that can be read on a computer or handheld device designed specifically for this purpose.
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Aiming his work at the general lay reader, Lewis (the head of a cross- cultural and language training institute) advances a theory on the origins and intractability of cultural differences and proposes a model for identifying the characteristics of different national cultures. The majority of the work is devoted to detailing what he thinks are the defining characteristics of different cultures, with a scale that labels cultures as existing along a tripartite axis of linear-active, multi-active, and reactive categories. An epilogue written in the wake of the September 11th attacks looks at cultural clashes between the U.S. and the world of Islam. Annotation c. Book News, Inc., Portland, OR (

"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 Richard D. Lewis is chairman of Richard Lewis Communications, an international institute for cross-cultural and language training with offices in over 30 countries. Author of the best-selling When Cultures Collide, Lewis is widely considered one of the world's most renowned interculturalists and linguists.

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  • By RARC on March 26, 2010

    This is a well-written, thought-provoking book that provides an intriguing look at cultural differences across the globe. It will be particularly useful for those planning to do business in foreign lands. It also forces the reader to look into the mirror and assess the idiosyncrasies of his or her own culture.

  • By Orville B. Jenkins on March 2, 2009

    This analysis of cross-cultural dynamics was read as a source for a research project for my work. Lewis makes a good presentation of the concept of worldview and how that affects approaches to decision-making. This book is written in the business context, to enlighten Americans involved in international business.Lewis captures key aspects of cognitive culture, providing practical suggestions for overcoming cultural differences and avoidng misunderstandings. This is more than a superficial introduction to the known problems of cultural differences. Lewis probes the underlying character of worldview -- assumptions about the world, values and expectations.He presents good examples of real situations between members of different cultures, in the execution of modern business discussions and finalizing joint decisions involving international partners. Business is no longer a national entity.Companies have operations, branches and shareholders all over the world. Multinational management is a challenge. Lewis presents a good grasp of various cultures and their traits, and points out where clashes have occurred and are likely to occur.Lewis has some good practical suggestions on how to achieve synthesis across cultures, bridging worldview gaps for clear communication that will foster openness, cooperation and change. He makes some suggestions of possible future alliances for business or political ventures among major worldview blocs he defines.Lewis previews possible developments to watch for based on an analysis of the current cultural factors. Even for someone not involved in the business world this will be an insightful resource on cultural dynamics and components of cross-cultural communication. This book provides valid insights into what constitutes culture and worldview.

  • By Rolf Dobelli on May 5, 2004

    Those who extrapolate trends and predict the future say that economic, political and even genetic factors will determine the future of the world. But, in fact, culture makes the world go around, according to Richard D. Lewis, a well-traveled scholar who reflects here on the origins and implications of human cultures. Culture has deep roots in history, religion and language, so it will probably be a more potent factor in shaping the future than many observers grant. Now it is fashionable to say that cultures are coalescing into one global culture. This author strenuously opposes that easy assumption. He also offers a deeper look at Islamic culture in a post-Sept. 11 addendum. Overall, his intriguing arguments might have been much more involving if a good editor had pared away some of his more facile references and observations. At times, the book seems to serve up a tad too many stereotypes and clichés. We also find that it offers some fascinating, thought-provoking suggestions, and recommends it for a rainy weekend at the beach or for airplane reading.

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