4 of 4 people found the following review helpful
4.0 out of 5 stars
Excellent for sales, marketing and consultancy abroad, 24 Aug 2001
Cross-cultural Business Behavior, was a part of our export marketing strategy course at Copenhagen Business College.
The book has hands on examples of situations of cross-cultural behavior, from Richard Gestelands own experience, in doing business abroad. Richard Gesteland has lived in several countries, and works as a consultant in cross cultural business behavior.
The book also provides a theoretical background, and defines why cultural differences are important in doing business. It covers aspects like time differences, from Fluid to Fixed time. Relationships focused countries and deal focused countries, masculine and feminine cultures. It takes a broad view of business culture in general without being too simplistic.
As an account manager with clients from all Four Corners of the globe. I have found the theoretical background and hands on examples efficient and precise, and helped me win sales more easily, by being able to adapt to different cultures, and to understand how not to confront and how to confront customers on a global basis.
Having read several books on this subject, I find that when it comes to European and Asian cultural differences the book defines Europe in a much more detailed segmentation, e.g. not all Scandinavian countries is alike in how to conduct business in each individual country. It even made me understand my own culture better, and thus made me able to see how my culture is viewed around the globe, so I could avoid being too direct and too deal focused.
By recommending it to my colleagues, due to our multi cultural environment, the book has helped us understanding and dealing with the difference in approaches within our team and company.
I would especially recommend this book if you are in sales, marketing or consulting and are looking to or are doing business abroad.