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Review: Riding the waves of culture

The newly released Russian edition of Fons Trompenaars’ global bestseller « Riding the Waves of Culture » offers a unique opportunity to review the original title.
Dutch from his father and French for his mother, Trompenaars experienced very soon the meaning of cultural differences. He is among the handful of “cultural gurus” who explain us why things are done differently in other countries.

Knowing that the world is supposed to become more global everyday, with multinational corporations as front-runners, the main idea of the book is based on the fact that the reality of international business is indeed more complex. More often than not, most businesses overlook the relevance of culture in the success or failure of their operation. Culture thus becomes a side dish, or worst, a minute part in the considerations made by managers and executive officers in managing and running their business. Since culture supervenes every feature of human existence, it must then be understood, appreciated, and applied to the various facets of a business.

This book discusses the effect of cultural diversity in the way people do business. Since culture is not easily felt unless one is immersed thoroughly in the lives of the people around, it is important for businesses to carefully understand how the culture of partners and the location may optimize the operation of the business, and similarly enhance the way of interaction in business.

Trompenaars explains that culture is the way people solve their problems, as we all share the same dilemmas in life towards people, time and our environment. Choosing one solution instead of another, such as showing your emotions in a business meeting, is what makes us different.

This book is not a country-specific cultural survival kit. The approach is to define general traits of culture - the “7 dimensions”- in order to be able to compare and understand not only the reader’s culture and another one; but two, three or more cultures alien to the reader’s one.

By presenting in a clear and pragmatic way why we view deadlines, contracts, brainstorming or management by objectives in very different ways, this book is a valuable tool to any expatriated manager.

“Riding the Waves of Culture” is interesting to expats living in Russia because, for once, Russia is part of the countries reviewed. It is appreciable to see that Russia is not embedded, as too often, in a so-called “central and eastern Europe” group along Greece, Moldova or Hungary.

On the negative side, we would wish more examples related, precisely to Russia. Maybe the fact that the Russian business culture is in constant mutation is a reason. Anyway, more hints on how to deal with Russians would be appreciated.

Nevertheless, the seasoned expatriate in Russia will enjoy reading this book, which is full of anecdotes, tips and answers in doing business in a different culture. The Russian version may be also a useful gift to Russian colleagues and employees in order to provide them the tools to understand us, the foreigners.

Comment by Jerome Dumetz, teaching cross-cultural communication at the REA Plekhanov in Moscow, and independent consultant.