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Abstract

In the area of university education and management training, it is important to emphasize a coupe of points. First, we need to develop a standard vocabulary about culture that has meaning to students and managers but avoid being esoteric and obscurantist. Second, our experiences suggtsts that practitioners need to judge their training and educational sessions not by popularity ratings but by outcome measures, for example, giving managers a short survey at the end of class to assess their cultural vocabulary and to see if they really do understand what the trainer is talking about. Third, it is better for us to use a variety of training and educational techniques, as different people learn in different ways. Finally, managers are to be encouraged to apply the cultural concepts to company-based or industry-based cases or, in the case of students, to cases with which they can at least identify.

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Using Cultural Metaphors in University Education and Management Training

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