New Book on Cultural Dimensions of Globalization By Gurnek Bains

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NEW DELHI: Leading global thinker Gurnek Bains has authored a book on globalization, titled, Cultural DNA – The Psychology of Globalization, which looks at how cultures are changing and influencing both international politics and business. Cultural DNA  says our global world is pushing cultures together as never before; and so getting under the skin of other cultures is key to success for both business and political leaders.

In his book, Gurnek Bains presents ground breaking original research and the latest evidence from neuroscience, behavioral genetics, psychology and history to enable people to understand, empathize with and engage people from other cultures in our increasingly connected world. He argues that much previous work in this area has just scratched the surface and examines the deepest instincts of eight key global cultures to help readers understand the psychological themes at play in regions such as the U.S., Latin America, Europe, China, India, the Middle East, Sub-Saharan Africa and Australia.

Evidence from a range of interdisciplinary sources is backed up by insights from an extensive database of 30,000 leaders. Cultural DNA looks at how cultures are changing and influencing both global politics and business by posing and answering questions such as:

(1) Why are Americans so positive?

(2) Why is China a world leader in manufacturing and India in IT?

(3) Why do overseas firms struggle in the U.S. market place?

(4) What are the emotional forces driving current events in the Middle East?

(5) What are the psychological roots of the Eurozone crisis and how this is likely to play out?

Gurnek Bains, Founder and Chairman of YSC, one of the world's leading corporate psychology consultancies
Gurnek Bains, Founder and Chairman of YSC, one of the world’s leading corporate psychology consultancies

Gurnek Bain’s meticulously explores the deep attributes that each culture has developed over thousands of years to address unique environmental challenges. He argues that “This essential DNA drumbeat from the past reverberates through each society and as globalization marches on, we ignore it at our peril” and suggests that we can learn important lessons from the world’s distinct societies and that cultural instincts may be literally more embedded in people’s DNA than we think. For example, genes related to adventurousness or rebelliousness are evident in over 50% of Latin Americans and in 30% of people from the U.S. but are at rates close to zero in the Far East. Huge variations are also seen in a number of other ‘psychological genes’

For far too long cultural intelligence has been underestimated, but it is now harder to ignore its economic value or importance for creating a harmonious international order. Through this book, business and political leaders will understand how each region’s cultural DNA influences:

(1) Its economic and political institutions

(2) people’s underlying consumer psychology

(3) soft skills needed to lead in that environment

(4) challenges for leaders from different regions as they move onto the global stage

(5) how to best release people’s potential and

(6) issues that need to be managed to anticipate and solve problems as each culture engages a globalized world.

Every now and again a new book comes along that is a must read; Malcolm Gladwell’s Tipping Point or Seth Godin’s Tribes. Cultural DNA by Gurnek Bains, by virtue of its depth, originality and ambition, is that very book for all global leaders.

Gurnek Bains book has been released by Wiley Publication.

[Gurnek Bains has worked with organizations across a wide range of industries for 25 years and remains a trusted adviser to some of the most senior leaders in international business. He is the chief author of ‘Meaning Inc: The blueprint for business success in the 21st century’ which draws on his extensive experience working with leaders and brings to life the ways in which sustainable success is created through a meaningful sense of purpose and by creating the right environment in which individuals can flourish. Gurnek is regularly asked to speak at conferences and leadership summit. He has a doctorate in psychology from Oxford University ]

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