Marketing Across Cultures

FONS TROMPENAARS

PETER WOOLLIAMS

Copyright 2004 by Fons Trompenaars and Peter Woolliams

The right of Fons Trompenaars and Peter Woolliams to be identified as the authors of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988

First published 2004 by
Capstone Publishing Ltd (a Wiley Company)
The Atrium
Southern Gate
Chichester
West Sussex PO19 8SQ
England
www.wileyeurope.com

All rights reserved. Except for the quotation of short passages for the purposes of criticism and review, no part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise , without the prior permission of the publisher. Requests to the publisher should be addressed to the Permissions Department, John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex PO19 8SQ, England, or emailed to [e-mail], or faxed to ([phone].

CIP catalogue records for this book are available from the British Library and the US Library of Congress

ISBN 1-84112-471-0

Typeset by
Forewords, 109 Oxford Road, Cowley, Oxford

Printed and bound by
T.J. International Ltd, Padstow, Cornwall

10 9 8 7 6 5 4 3 2 1

This book is printed on acid-free paper responsibly manufactured from sustainable forestry in which at least two trees are planted for each one used for paper production.

Substantial discounts on bulk quantities of Capstone Books are available to corporations, professional associations and other organizations. For details contact John Wiley & Sons: tel. [phone], fax [phone], email [e-mail]

FONTS TROMPENAARS is Director of Tromenaars Hampden-Turner (THT),an inovative centre of excellence in intercultural management, He is the world's foremost authority on cross-cultural management and is author of several books, including Did the Pedestrian Die? , 21 Leaders for the 21st century and the worldwide bestseller, Riding the Waves of Culture .

PETER WOOLLIAMS is Professor Of International Business at Anglia Business School. He is also an owner/partner in Trompenaars Hampden-Turner.

For Geert Hofstede

Thank you for teaching us the basics of cross-cultural management. We will not forget that our work is built on the shoulders of giants.