How does each country manage its inhabitants?)
Les éditions d'organisation 1987

Book written in collaboration with Geert Hofstede

Are there universal principles of management, as the majority of the theorists of this discipline suggest-it, or does each country generate its own system of management?

It is this second thesis which the authors of this book defend while basing their arguments on the greatest international investigation ever carried out to date into the cultural values of companies (116,000 questionnaires translated into 20 languages, administered in 72 countries in 5 continents).

Principal cultural dimensions which differentiate human groups are described here. The authors draw conclusions in the field of personnel management, i.e. primarily in the manner of 
leading and motivating personnel and of organising their activities.

In addition, these national and regional differences tend to be increasing rather than decreasing. They therefore constitute one of the most difficult problems of management, in particular for multinational, multicultural organizations (public, private or denominational). This book constitutes invaluable help for all those who must both understand and manage interpersonal relations " between foreigners ".

This book received the French prize of the "Trident d'entreprise" in 1987.

"The Four Cornerstones and the Three Pillars in the House of Russian Management Development", in the review "Cross Cultural Management, an international journal", Volume 13, Number 2, 1994.





Edition CEDA Abidjan Côte d'Ivoire (subsidiary of the Editions Hatier) 1977



In Black African countries, ignorance of the techniques of marketing constitutes a very powerful barrier to the development of the process of industrialisation. The success of recently created companies comes mainly from the knowledge and correct use of these techniques.

The goal of this book is to provide useful information to both consultants in charge of the realisation of a study for an industrial investment and executives of companies charged with managing a product line.

It describes the economic, historical and psychological characteristics of the people of Black Africa which it is necessary to know before deciding on all new investment. In addition, practical advise on how to carry out market research correctly is provided to the reader (where to find information, which sampling method to use when a company needs an opinion poll, how to realise a motivational study). Other advice relates more particularly to the choice of the channel of distribution and how to deal with publicity and sales promotion. Finally, each time that an interesting innovation was implemented successfully, the latter is recommended to the reader.