HBR's 10 Must Reads Ultimate Boxed Set (14 Books)

Lost in Translation

by Fons Trompenaars and Peter Woolliams

IT DOESN’T TAKE MUCH experience of life to realize that we vary enormously in how we perceive and respond to failure, and that a great many of those perceptions and responses are shaped by the cultures in which we grew up or now work. Of course, stories about cultural differences and stereotypes have long been a staple of dinner-table conversations and the source of much amusement. But Western multinationals are sinking a huge amount of money into India, China, and Brazil, and emerging giants in those countries are setting up operations both in developed world markets and in other emerging markets. Any business with global aspirations must take seriously cultural differences in general ...