Dr. Zsuzsanna Tungli, Founder and Managing Partner of Developing Global Leaders Asia, is author of the book: The Culture Key between Asia and the West, where she addresses key behavioural adjustments required to be successful in a global environment.
For over 25 years Zsuzsanna Tungli Ph.D. has been an advocate for cultural awareness and sensitivity. Zsuzsanna’s work has spanned Europe, Asia and the US. She has also taught at universities in Switzerland, Hungary and Romania as well as at INSEAD, IMD and SMU in the APAC region.
These are the most important negative preconceptions this book sets out to challenge and change. These judgements are usually arrived at because of a lack of cultural awareness. While personality assessment tools are common in today’s business practices, less known is the research and accumulated practical knowledge regarding differing business behaviours across cultures. As a result, even experienced international travellers may attribute misunderstandings to personality differences. Yet our behaviour is influenced not only by the personality we are born with, but also by the cultural norms and expectations in which we were brought up.
This book is a practical guide on how to bridge the main cultural differences you cannot afford to ignore in today’s rapidly-changing global markets. With easy-to-use models, tools, case studies and tips, the book draws on the author’s 30 years of international experience and research. The book focuses on 3 core intercultural areas that are crucial for effective Asian/Western communication:
- Communication styles: Indirect or direct communication
- Approach to authority and power: Hierarchy and Equality
- Silence: comfort level with silence
Bridging these cultural gaps will help you identify and realise new market opportunities, lead your multinational team effectively and understand your international colleagues, whether they are in your office or abroad, more clearly and accurately.
The book is littered with case studies forged from real life experiences. A sample case study is below.
Soon after his arrival in Malaysia, Anders, the newly appointed Norwegian manager, declared; “I have an open door policy. You can come to me whenever you have a question or something you want to share with me. You are empowered!” Anders believed he had done what he had to do; he let his people know about his preferred leadership style. Unfortunately nobody came to see him and nobody spoke up.
If you cannot understand what Anders did wrong, why none of his employees welcomed his empowerment, or perhaps you are facing this situation yourself and are unsure of how best to deal with it, then this book is for you.
Zsuzsanna has used her extensive experience to write a clear, concise and common sense guide, full of engaging examples, to practically address the many challenges around understanding and successfully engaging with different cultures. After 25 years as a Westerner living in several Asian countries, I can identify with many of the situations described, and only wish that I had had a book as good as this to help me to be more understanding, and more effective, in my business and social interactions in Asian cultures.
Anyone doing business outside their home culture needs to read this book. Cultural concepts and behaviors are introduced and discovered through a series of well thought out case studies and mini exercises which leads readers to a cultural awareness that will arm them with the competence to better understand their colleagues, customers and suppliers. If you want to perform well in an overseas assignment or business activity then this is an essential guide for companies entering a global business arena.
I’ve found in my many years of working in multinational companies that one of the chief causes of misunderstanding and miscommunication is a lack of cultural awareness. The Culture Key is a highly insightful workbook for anyone who wants to understand and appreciate differences across cultures, and how to bridge cultural differences in the workplace. I highly recommend it.
The Culture Key is an essential read for business and personal life., in a world that is increasingly interconnected. Using real-life examples, the reader is mentally and emotionally engaged in self-reflection and exercises to recognize own preferences and biases, whilst learning practical alternatives that can be applied immediately to enhance individual, team and organizational performance.
Zsuzsanna practices what she preaches. A short, very practical guide to bridge the differences in communication styles between East and West. Loads of examples about where the bridge starts and ends and examples for the structure that connects. A must read for those who want to improve their effectiveness in international business.
The Culture Key is the most insightful treatment of cross-cultural management I have read in years. Informed by research and years of experience, and full of essential knowledge and practical tools, it is a must-read for anyone who wants to cross the classic Asian – Western divide successfully.
“Your assumptions are your windows on the world. Scrub them off every once in a while, or the light won’t come in.” Isaac Asimov
This quote from the book sets the tone for a wonderful exploration into the culture differences between East and West. This is the most thorough, easy to understand book I’ve seen on the subject. A must read for anyone doing business between East and West.
Bulk purchase and corporate branding
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Culture 101 Train the Trainer
The program provides basic cultural awareness and competence for participants. The curriculum is based on The Culture Key – Cultural Awareness for Business Success. For details on Train The Trainer programs for corporate facilitators, please contact us.
The Culture Key Online solutions
We also offer bitesize sessions and interactive webinars for Culture 101. For details please contact us.
The Culture Key: Global Email Communication
The most often used communication channel today is email. Yet emails are potential minefields for misunderstandings.
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