Our research method has five steps:
Step 1 – Identify
We identify those situations in a culture where the approach to a given topic is taught, explained, practiced. These situations are indicative of the culture. They provide evidence which can be gathered and analyzed.
Step 2 – Analyze
We gather the evidence, then analyze it by looking carefully for patterns of behavior within the respective culture. The focus is on how a culture thinks, therefore acts, in foundational areas. Actions are facts. Observable. Understandable. Explainable.
Step 3 – Describe
We describe the patterns in precise, concise and clear language. For example: “Americans link message and messenger. The presenter takes center stage. Americans believe that you sell yourself first, then your product or service.”
Step 4 – Illustrate
We search for pieces of evidence which illustrate the patterns. These examples are from many areas of society: government, business, sports, media, education, film, military, literature, history, everyday life.
Step 5 – Contrast
We then contrast cultures. For example, Germany and the USA. The contrast answers the most important question: Where do we differ in how we think, therefore in how we work?
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