Book description
When Coca-Cola entered the French market with a hard-core
bottom-line management style, they were met with boycotts in cafes and
supermarkets. At the launch of Euro Disney in Paris, Mickey Mouse was
"greeted" by angry protesters hurling tomatoes and eggs.
What went wrong?
As a culture, the French are fiercely independent yet romantic,
conservative yet avant-garde, rational yet emotional. In Au
Contraire!: Figuring Out the French, bilingual and bicultural authors
Gilles Asselin and Ruth Mastron explore beyond the stereotypes,
examining the assumptions, attitudes and patterns of thought and
beliefs that make the French so...French.
Based on a deep understanding of the unique dynamics of both
French and American culture, Au Contraire! provides a quick and useful
guide to social etiquette and professional guidelines for Americans
working with the French.
Fascinating Insights into French cultural beliefs, assumptions and
attitudes, along with practical advice on building strong personal and
professional relationships with the French. For anyone planning to live
or work in France, Au Contraire has a lot to offer. A" -
Destination France magazine. Gilles Asselin is founder and president
of SoCoCo Intercultural, a training and consulting firm specializing in
European-American relations. Born and raised in France, Gilles has lived
and worked in Africa and the U. S.
