As the Founder of itim International, which has been associated with the work of Professor Geert Hofstede for the past 30 years, we have long emphasized that when it comes to national cultural differences, culture only exists by comparison. We human beings have much in common, but we are also all unique. Culture, in this regard, describes the differences that exist between groups—be they nations, regions, or organizations.

When visiting the 10 Asian countries showcased in this book, as a potential business partner, or business colleague, or because you've been seconded abroad for a longer period of time, Sharon Schweitzer's Access to Asia will be of considerable benefit. Adopt the advice offered within these pages and it will empower you as a global professional by helping you understand the breadth and depth of successful intercultural relationships.

We are all busy people, often feeling that we have little time to focus on strategy when tactical matters are pressing. Sharon Schweitzer demonstrates that she understands this. Not only is Access to Asia packed full of information you may not have come across elsewhere, those nuggets are presented in a readily accessible way. Ms. Schweitzer comprehensively covers the building blocks needed in order to get a true sense of each of these 10 important Asian markets through the Country Basics sections. She has gone even further, however, by amassing considerable on-the-ground insights related to eight important questions.

In many books covering the differences between values patterns of different cultures, many of the most important dos and don'ts are overlooked. This is not the case with Access to Asia, which is why I highly recommend this book to everybody who truly desires to build trust, inspire respect, and create long-lasting business relationships in this important region of the world.

Bob Waisfisz
Managing Partner of The Hofstede
Helsinki, Finland