Culture In A Changing World


The world as we know it is changing drastically, in terms of not only technology and demography, but also in trends in management and leadership. What we know how to do today – whether on the computer or in the way we interact with colleagues – will not be applicable 10 years from now.

So what does that mean in the cultural context? There will be great shifts in the culture of the workforce and global business leadership. Not only will we be working with people we may have not had much interaction with before, but our companies will be aiming marketing and outreach efforts at people from other cultures as well.

Emerging markets will make up a greater share of the global business sphere, and companies will begin connecting with and reaching out to people from Latin America, Africa and Asia more and more. The business world – and all of its concomitant structures, models and best practices – will become less Western and much more diverse.

This means that both company leaders and employees will have to learn other ways of doing things, from the best way to meet with, negotiate with and manage people from other cultures, to how pitch a product to them and maintain strong business relationships.

This is where the Cultural Orientations Approach and its associated tools come into play. With the COA and the Cultural Navigator platform, business leaders can begin to understand their own cultural preferences, which can help them identify and learn about the preferences of others. They can also learn about specific country nationals’ cultural orientations through effective tools such as the Cultural Navigator’s country guides and the country gap analyses.

With these tools available, business leaders and their teams will be able to better work with the leaders, employees and clients of the future.

Lynne Putz