Why do many companies that are successful in Western markets fail in the Far East? Culture competence specialist Hanne Seelmann-Holzmann first vividly illustrates how misunderstandings arise and provides solutions based on the latest findings from cross-cultural psychology and brain research. She outlines steps for successfully embedding Cultural Intelligence within the company using a fitness check that encompasses all functions—from procurement to corporate culture. A useful read—easy to follow, illustrative, well-founded, and practice-oriented.