Survival of the fittest [national cultures]

For centuries, national cultures helped societies to prosper in stable environments. Now, they can hinder organisations which operate in dynamic environments. As a consequence, methods are needed to optimise the influence of national cultures. This article describes how national cultures develop; explains why the slow evolution of national culture leads to difficulties for organisations all over the world; and provides an example of what can be done to overcome this universal problem. Further, it is proposed that organisations need to develop methods which can help them to match national cultures with the pressures experienced in rapidly changing environments.