Cross-Cultural Management: With Insights from Brain Science, 1st Edition (Paperback) book cover

Cross-Cultural Management

With Insights from Brain Science, 1st Edition

By Mai Nguyen-Phuong-Mai


338 pages | 24 B/W Illus.

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pub: 2019-09-11
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Cross-Cultural Management: With Insights from Brain Science explores a broad range of topics on the impact of culture in international business and vice versa, and the impact of businesses and individuals in shaping a culture. It provides critical and in-depth information on globalization, global/glocal leadership, cross-cultural marketing, and cross-cultural negotiation. It also discusses many other topics that are not typically found in the mainstream management textbooks such as diversity management, bias management, cross-cultural motivation strategies, and change management.

While most literature in the field is dominated by the static paradigm, that is, culture is fixed, nation equates to culture, and values are binary, this book takes a different approach. It regards national values as a first-best-guess and balances it with an introduction of the dynamic paradigm. This school of thought posits that culture is not static, context is the software of the mind, opposing values coexist, change is constant, and individuals can develop a multicultural mind.

A unique feature of this book is the contribution of an interdisciplinary approach. It’s the first textbook of cross-cultural management that incorporates latest findings from the emerging discipline of cultural neuroscience and evolutionary biology in the discussion. Such a holistic approach is meant to help readers gain a deeper and broader understanding of the subjects.


"This book is where East meets West by understanding intercultural communication in the context of [the] globalized world!"

Tran Nguyen Khang, Vietnam National University of Social Sciences and Humanities, Vietnam

"[A] very refreshing, original and innovative way of presenting the subject. This book brings a breath of fresh air to the work of interculturalists. Absolutely essential and desirable reading for those who want to thrive in the current international business world."

Agata Szkiela, European Academy of Diplomacy and Translating Cultures, Poland

Table of Contents

1. Globalization: Evolutionary Roots and Contemporary Version

2. The Driving Forces of Diversity

3. The Tree of Culture: Evolutionary And Practical

4. The Dynamics of Culture

5. Fear-Free Cross-Cultural Management

6. Think Global, Plan Local, Act Individual

7. Change Management: Creating Culture and Evolving Yourself

8. Bias Management

9. Diversity Management

10. Cross-Cultural Motivation

11. Cross-Cultural Leadership

12. Cross-Cultural Business Communication

13. Cross-Cultural Negotiation

14. Cross-Cultural Marketing

About the Author

Mai Nguyen-Phuong-Mai is Associate Professor at Amsterdam School of International Business, the Netherlands. She also owns a training agency and freelances for diverse media channels. As a world citizen, she comes from the East, works in the West, and lives everywhere in between.

About the Series

Routledge International Business Studies

In an increasingly global business environment, even "domestic" business is hardly domestic anymore. Globalization has made proficiency in international business topics relevant for every business student. As more and more programs are launched in this area, there is a dearth of materials to accompany such classes.


Routledge International Business Studies is a series that offers a range of relatively short, yet comprehensive books covering the core topics taught in international business programs. Each book serves as core reading in a dedicated class, while also useful as a secondary reading source in broader, related classes. With consistent production quality, pedagogical features and writing style, the series is a trustworthy source of educational resources in this important discipline.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Business Communication / General
BUSINESS & ECONOMICS / Human Resources & Personnel Management
BUSINESS & ECONOMICS / International / General