Use of the Lewis Model to Analyse Multicultural Teams and Improve Performance by the World Bank: A Case Study

By Michael John Gates, Richard D. Lewis, Iouri Bairatchnyi and Mark Brown.

Published by The Organization Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The session shows how the Lewis Model describes global cross-cultural behaviour in terms of linear-active, multi-active and reactive categories, placing it in the context of other cross-cultural models. It shows how the Model has been used in practical terms for teaching at Duke Fuqua and the World Bank, as well as a tool for research. The online cultural profiling tool CultureActive is presented as a means of profiling individual and group cultural characteristics, and there is a case study from the World Bank about their extensive organisational profiling as a means of analysing the national, regional and institutional culture of the organisation, and how the data has been integrated into all behavioural training.

Keywords: Culture, Organisations, Profiling, Teams, Behaviour, Lewis Model

International Journal of Knowledge, Culture and Change Management, Volume 8, Issue 12, pp.53-60. Article: Print (Spiral Bound). Article: Electronic (PDF File; 950.483KB).

Michael John Gates

Managing Director, Group, Richard Lewis Communications, Espoo, Finland

Managing Director of Richard Lewis Communications since 1990, delivering training in cross-cultural communication to organisations such as Nokia, Microsoft, Rolls-Royce, the World Bank, Duke Fuqua, the Central Eurasian Leadership Academy et al. Co-developer with Richard Lewis of the CultureActive tool for cultural profiling and assisted with development and especially application of the Lewis Model to training. Scholar of St. Catherine’s College, Oxford. Board member of Finnish-British Trade Association.

Richard D. Lewis

Chairman Richard Lewis Communications, B.A. in Romance Languages, Richard Lewis Communications, UK

Richard D. Lewis is one of the world’s leading cross-culturalists. His books on the topic include When Cultures Collide, The Cultural Imperative, Cross-Cultural Communication - A Visual Approach, Humour Across Frontiers and Finland, Cultural Lone Wolf. He is currently completing a new book on cross-cultural teams.

Dr. Iouri Bairatchnyi

Manager, Language & Culture Training, World Bank, USA

MA in Philology from Kaliningrad State University, Russia PhD. in Germanic Linguistics from Moscow state Linguistic University, Russia. Over twenty years of academic and applied experience in foreign language and cultural competence acquisition. Areas of professional interests: anthropology; sociolinguistics; inter-, and cross-cultural studies; organizational culture and development.

Mark Brown

Director, Management Communication Center and Language Institute, Fuqua School of Business, Duke University, USA

Undergraduate of Georgetown University and postgraduate of University of North Carolina. At Duke since 1989 teaching cultural diversity, communication, leadership, multicultural team collaboration. Also teaches and coaches at Fortune 100 companies and on the Executive MBA programme. Uses the Lewis Model extensively in teaching and coaching.


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