We interviewed Anne Witte, Professor of Culture and International Communication at EDHEC Business School, on her latest book release. Author of more than twenty publications, Pr. Witte, combines expertise in a range of the humanities and social sciences to provide interdisciplinary instruction to management students at EDHEC Business School.
Given the extensive literature on the subject of culture, what issues in particular inspired you to write this book?
I have particularly been motivated by a desire to address the prevailing stereotype and cliché approach to culture especially in business schools. While this approach is useful, it does not provide a sufficient toolkit for navigating today's culturally diverse work environment. Culture stereotyping is counter-productive. It stifles potential, originality and diversity. 'Past and Future Culture' presents a framework that is representative of the nature and challenges of modern culture.
What would you say are the key themes that capture the uniqueness and relevance of this book?
This book emphasises a paradigm shift in the understanding of and approach to the subject of culture. Culture is messy, changing and volatile. It cannot be quantified using Excel tables, for instance. The rapid internationalisation of today's work space emphasises that culture needs to be approached as a discipline for players in business. Unfortunately, resistance to recognising culture as a discipline is strongest in business schools where the approach has been utilitarian. This book helps to define what is useful. It is conceptual and revolutionary. It aims to rewrite the narrative of culture as it is understood by the business community.
What should target readers expect in terms of specific content, structure and layout of the book?
'Past and Future Culture' touches on a wide range of subjects including political science, social sciences, information technology, genetics (biology), etc, indicating that the culture question transcends the focus on traditional areas like food, dressing or even language. It brings a 360-degree perspective to human life and how it applies to the way we do business. The book summarises other important books on the subject that students generally may not have access to. There is also a very detailed bibliography for readers who may want to explore some topics in detail.
On the one hand, the book recognises separate traditional cultures. At the end of each chapter, readers will find a short expose on one major world culture. These short pieces present some interesting facts about the cultures addressed. For instance, of interest to many people is the African sphere. While it is among the three most linguistically diverse places on the planet, Africa is still commonly referenced as if it were a country.
On the other hand, the book recognises that culture is necessarily temporary, fluid and some cultural facts may eventually become untrue. In effect, there are strong cross-cultural influences that determine who we are. 'Past and Future Culture' also touches on global migration and its impact on culture. Some interesting facts are presented here that are contrary to popular belief on the extent of migration in the world today. For instance, it may be interesting to note that there was more migration in the 19th century than there is today.
Who is the book targeted at?
It was written mainly for students and anyone who has not been trained in the humanities. Our education systems put us in categories: disciplines. This book helps to obliterate the disciplinary barriers and shows how related and interdependent the various disciplines are. The aim is to engender a better understanding of culture that will foster better communication in today's culturally complex society.
Communication sits at the root of the success or failure of all societies and the durability of modern social infrastructure depends on how well people are able to communicate in the system. In this sense, the book is a very useful tool across all disciplines.
Where can interested readers obtain copies of this book?
It is currently available on Amazon.com and through French sockets for the international community.
What is the focus of your research at EDHEC in recent times?
My current research is focused on how to make sure that business and management training takes place in a context respectful of the world's diversity. I focus on methodologies that ensure an approach that appreciates the cultural differences that are prevalent in the work place today.
Pr. Witte holds two PhDs in the humanities with a focus on culture, literature and philosophy and how they apply to work. At EDHEC, she develops courses, teaches and coordinates international programmes involving students outside EDHEC.
Her research and writing address questions in cross cultural psychology, cultural history, literature, anthropology, international communication and critical thinking. With strong interests in developing interdisciplinary approaches to business education, she has been instrumental in the development of international programmes, multi-media learning platforms and novel educational tools. A native New Yorker, she has lived in France for over 15 years, is multi-lingual and has extensive international teaching and field work experience.
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Written by ANGELIQUE MICONNET
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