Fons Trompenaars is the Managing Director of the Centre forInternational Business and his book, Riding the Waves of Culture, is concerned with attempting to further the understanding of culturaldiversity in business, particularly international business. His analysisis based on extensive research involving 15,000 employees in 50countries, in which he explores the cultural extremes andincomprehension that can arise when doing business across cultures indifferent parts of the world even when those involved areworking for the same company. Explores in this discussion with BruceLloyd Head of Strategic and International Management at South BankUniversity some of the critical and sensitive areas, such as theunderlying assumptions used in the analysis, stereotyping and equalopportunities.
Leadership & Organization Development Journal – Emerald Publishing
Published: Jun 1, 1993
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