Clinical Psychologist, Renowned Author, and Motivational Speaker

Exploring Culture: How to do Business with 17 Cultural and Religious Groups


In recent years, the terms “multiculturalism” and “globalization” have become permanent parts of our national lexicon. This points to a fundamental change taking place in the ways we conduct business, both now and in the decades to come.

According to the Pew Research Center:

  • If current trends continue, the U.S. population will increase from 296 million in 2005 to 438 million in 2050. 82% of this increase will be due to the arrival of immigrants and the birth of their descendants.
  • The white population in the U.S. is expected to increase more slowly than other racial and ethnic groups, becoming a minority (47%) by 2050.

To succeed in this multicultural environment, sales, marketing and customer support professionals must develop the cultural insights and sensitivities needed to communicate effectively with customers who may hold values and beliefs that are different from their own.

This book provides a solid foundation for developing an informed perspective about the most rapidly growing cultural and ethnic groups in the United States. Each of the 17 chapters examines a group’s demographics, economic status, market trends, religious practices and worldviews. The book also spotlights essential business “dos and don’ts” to help professionals avoid the common and often costly mistakes that too often hinder communications and collaboration across cultures.

Chapter-by-Chapter Listing

Chapter 1: African AmericansChapter 10: Jewish Americans
Chapter 2:  Armenian AmericansChapter 11: Korean Americans
Chapter 3:  Asian IndiansChapter 12: Mexican Americans
Chapter 4:  Central AmericansChapter 13: Muslim Americans
Chapter 5:  Chinese AmericansChapter 14: Puerto Rican Americans
Chapter 6:  Cuban AmericansChapter 15: Russian Americans
Chapter 7:  Dominican AmericansChapter 16:  Thai Americans
Chapter 8:  Filipino AmericansChapter 17: Vietnamese Americans
Chapter 9:  Japanese AmericansBibliography

You will find Exploring Culture: How to do Business with 17 Cultural and Religious Groups to be an indispensable guide to doing business in our increasing multicultural society.