1. Richard Lewis: When Cultures Collide: Leading across Cultures
Categorizing Cultures

2. Categorizing cultures
Richard Lewis’ professional background
The main aspects of the Lewis model
Give examples of strongly L-A, M-A and R cultures.
How does the author’s colour coding underscore his main points?
According to Richard Lewis, why is it necessary to categorize cultures?

3. The Lewis Model

4. The Lewis Model
Study pages in the Compendium and pick out traits about each of the three types of cultures that you think distinguish the different categories from each other.
How does Mr Lewis explain some of the regional variations within the linear/multi-active categories?
How does he categorize the Swedish, British and Finnish cultures?
Discuss his placement of the cultures of India, Canada and Belgium.

5. Intercategory comparisons
According to Mr Lewis, how do members of the three main categories interact with one another?
Explain what is meant by ”the relative positioning of each culture”. How does the author defend the juxtaposition of such highly different cultures as Italy and Russia?
In what ways can a LMR Personal Cultural Profile assessment be helpful?

6. Evaluation of the Lewis Model
On page 42 in his book (page 29 in the Compendium), Richard Lewis outlines the advantages of his model. What are his main points?
Do you see any disadvantages of this kind of cultural categorization?
(What are your reactions to the stories about Sven and Antonio playing tennis and the German and French tourists visiting an aviary in South Africa?)