With reference to African business cultural aspects that we have explored in this class, discuss the (ir)relevance of Richard

Lewis cultural classifications model (course pack pp. 155-172) regarding cross-cultural understanding and communication. CATEGORIZING CULTURES: RICHARD LEWIS AFRICA Culture consists of the beliefs, behaviors, objects and other characteristics common to the members of a particular group or society. Through culture, people and groups define themselves, conform to societys shared values and contribute to society. Culture is the way we learn to look at the world and how we function in it.It can be defined in many different ways: by region, nationality, religion, and race, to name just a few. It is this flexibility that makes culture so difficult to categorize. However the benefits of categorizing culture far outweigh the difficulty. Categorizing cultures can give a better understanding into how different cultures differ from one another and how members of these cultures bring unique perspectives to social settings. Richard Lewis classification for cultures is one of the most useful models in explaining the different characteristics of cultures. This proves to be especially useful in the African business realm.

Lewis divides the hundred and regional cultures into three categories: linear-active, multi-active and reactive. Linear-active cultures are defined by being task-oriented and highly organized planners. Multi-active cultures are defined as being people-oriented and loquacious interrelators. Reactive cultures are defined as introverted and respect-oriented listeners. Africans fall under the Multi-active culture. In class weve learned that Africans dont really have the same concept of time as the Western world, they run on African time. This term is used to describe their more relaxed attitude to time. This has become the topic of much scrutiny, especially if the multi-active person is dealing with someone who is clock-bound. Multi-active people are not very interested in schedules or punctuality. With the emergence of the Lewis

model, someone who is dealing with African cultures will realize that they do not adhere to a set time and will expect Africans to be late rather than on time. This can avoid much anger and resentment that sometimes occurs in African business settings. Multi active people also tend to know so much about what they are talking about that they tend to ignore agendas or speak out of turn. In some cultures this is considered as rude. However in linear-active cultures, this is frowned upon. If both cultures understand the common traits of other cultures, they may be more understanding toward other cultures.

Although the Richard Lewis model is beneficial in some settings, one of the problems in using different ways to describe a culture is that people will rigidly categorize a person as belonging to a certain "culture" having predefined values. In addition, many of the categories for a specific culture might become outdated as cultures are dynamic. Technology, changes in population and demographics, environmental changes, and even the interaction between specific cultures may change the nature of how a culture might be categorized. However if a person has no knowledge about other cultures, it is important that we look at any stereotype or ways of categorizing culture as a tool to understanding an individual's action, trying to determine if actions can be explained because of an individual's culture, personal or group experience, education, or other reasons.

Lewis, Richard. When Cultures Collide. Boston: Nicholas brealy Publishing, 1996. Print.