Lewis Model

Intercultural misunderstandings and irritations often arise in the non-visible areas of culture. These include values (basic assumptions, world views), communication (styles of speech, listening habits) as well as the notions of time (time sequences, planning, keeping appointments) and space (body language, public/private relations). For successful intercultural cooperation, it is important to be aware of the differences in these areas. It is just not enough to pay attention only to visible characteristics such as rules of politeness, dress codes and eating habits.

This is where the Lewis model comes into play and describes three types of culture: linear-active (fact- and task-oriented, structured way of working, direct expression), multi-active (relationship-oriented, flexible) and reactive (respectful and listening, avoiding open confrontation).

Lewis now assigns many countries to these cultural types in a pyramid according to their characteristics. The arrangement makes sense to me and is understandable. But there are a few countries where I do not quite understand the positioning.

During my stay here in Finland, I got to know many different Finnish people and I think that Finland and Germany are very similar and therefore belong in a bubble. In the Lewis model, however, the two countries are not in the same bubble but also a bit apart.

Generally, I have to say that the arrangements in the Lewis model make sense. Especially in my sales studies, it makes sense to deal with them and learn more about the business partner.