Will the tidal wave of globalisation lead us to a bland and uniform cultural landscape dominated by a unified cultural perspective? Will cultural imperialism triumph in the twenty-first century? Or will culture, which drives human behaviour through religion, language, geography and history, maintain its influence on the human consciousness? In The Cultural Imperative world-renowned intercultural expert Richard D. Lewis, , explores these questions, examines the forces that keep us from taking off our cultural spectacles and explains how cultural traits are to deeply embedded to be homogenised, as predicted by so many others. This is the cultural imperative.

Author Biography

Richard D. Lewis was knighted by President Ahtisaari of Finland for his services to the country spanning 50 years. He is chairman of Richard Lewis Communications, an international institute for cross-cultural and language training with offices in more than a dozen countries (visit the website at http://www.crossculture.com). Richard Lewis lectures and consults worldwide with clients that include Mercedes-Benz, Nokia, Rolls-Royce, Volvo, Deutsche Bank and Unilever. Among his many books are When Cultures Collide and Finland: Cultural Lone Wolf.