Chapter 10

The Lesser Importance of National Cultural Identities

When you listen to people talking about cultural differences they most often divide people into groups of nationalities. You can get a lot of books about doing business in almost any country you can imagine and most consultants who are helping companies and managers getting their heads around the subject are also focusing on national cultures.

When you have read one of these books or participated in a cross-cultural seminar or training session you are left with the impression that all people in a particular country share the same norms and values and behave the same way.

In this chapter, I, Dr. Majlergaard, will explain why this approach is wrong and potentially dangerous to pursue. ...

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