"Understanding Global Cultures, Third Edition" presents the cultural metaphor as a method for understanding the cultural mindsets of a nation, a cluster of nations, and even of a continent. This method involves identifying some phenomenon, activity or institution of a culture that all or most of its members consider important and with which they identify closely. Metaphors are not stereotypes; rather, they rely upon the features of one critical phenomenon of a culture to describe the entire culture. The characteristics of the metaphor then become the basis for describing and understanding the essential features of the culture. For example, the Italians invented the opera and love it passionately. Five key characteristics of the opera are the overture, spectacle and pageantry, voice, externalization, and the interaction between the lead singers and the chorus. These features are used to describe Italy and its cultural mindset.Thus, the metaphor is a guide or map that helps such outsiders as students, travelers, and managers on short-term and long-term assignments understand quickly what members of a culture consider important.
Table of Contents
PART 1: INTRODUCTION Chapter 1: Understanding Cultural Metaphors PART 2: AUTHORITY RANKING CULTURES Chapter 2: The Thai Kingdom Chapter 3: The Japanese Garden Chapter 4: India: The Dance of Shiva Chapter 5: Bedouin Jewery and Saudi Arabia Chapter 6: The Turkish Coffehouse Chapter 7: The Brazilian Samba Chapter 8: The Polish Village Church Chapter 9: Kimchi and Korea PART 3: EQUALITY MATCHING CULTURES Chapter 10: The German Symphony Chapter 11: The Swedish Stuga Chapter 12: Irish Conversations Chapter 13: The Canadian Backpack and Flag Chapter 14: The Danish Christmas Luncheon Chapter 15: French Wine PART 4: MARKET PRICING CULTURES Chapter 16: American Football Chapter 17: The Traditional British House PART 5: CLEFT NATIONAL CULTURES Chapter 18: The Malaysian Balik Kampung Chapter 19: The Nigerian Marketplace Chapter 20: The Israeli Kibbutzim and Moshavim Chapter 21: The Italian Opera Chapter 22: Belgian Lace PART 6: TORN NATIONAL CULTURES Chapter 23: The Mexican Fiesta Chapter 24: The Russian Ballet PART 7: SAME METAPHOR, DIFFERENT MEANINGS Chapter 25: The Spanish Bullfight Chapter 26: The Portuguese Bullfight PART 8: THE BASE CULTURE AND ITS DIFFUSION ACROSS BORDERS (CLUSTERS OF NATIONS) Chapter 27: China's Great Wall and Cross-cultural Paradox Chapter 28: The Chinese Family Altar Chapter 29: The Singapore Hawker Centers PART 9: PERSPECTIVES ON CONTINENTS Chapter 30 Australian Outdoor Recreational Activities Chapter 31: The Sub Saharan Bush Taxi References About the Author
Martin J. Gannon (Ph.D., Columbia University) is Professor of International Management and Strategy, College of Business Administration, California State University San Marcos. He is also Professor Emeritus, Smith School of Business, University of Maryland at College Park. At Maryland he held several administrative positions, including the Associate Deanship for Academic Affairs and the Founding Directorship of the Center for Global Business, and received the University's International Landmark Award. Professor Gannon has authored, co-authored, or co-edited 80 articles and 17 books, including Paradoxes of Culture and Globalization (2008), Handbook of Cross Cultural Management (2001), Dynamics of Competitive Strategy (1992), Managing without Traditional Methods: International Innovations in Human Resource Management (1996) and Ethical Dimensions of International Management (1997). Professor Gannon has been the Senior Research Fulbright Professor at the Center for the Study of Work and Higher Education in Germany and the John F. Kennedy/Fulbright Professor at Thammasat University in Bangkok, and has served as a visiting professor at several Asian and European universities. He has also been a consultant to many companies and government agencies. Professor Gannon has lived and worked in over 25 nations for various periods of time as a visiting professor, consultant, and trainer. For additional information on Professor Gannon, please visit his Homepage at California State University San Marcos: www.csusm.edu/mgannon