Customer Reviews

Cultural Imperative: Global Trends in the 21st Century

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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.

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.

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.