Riding the waves of culture: understanding diversity in global business

First published nearly 20 years ago, RIDING THE WAVES OF CULTURE has now become the standard guide to leading effectively in an international business context. Now, the third edition takes you beyond cross-cultural awareness and 'issues' to help you take strategic advantage of cultural differences in the business environment. Leveraging their expansive cultural database as well as brand-new research findings, the authors explain how to build the skills, sensitivity and cultural awareness necessary for managing effectively across cultural borders - and seize all the opportunities diversity brings to an organisation.