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When I was asked to check the theory part, I accepted with a sense of duty. Soon, I found myself reading with a sense of wonder. I read all of it.
This book is alive. It’s a duet. First and foremost, it’s the story of a strike in a European-led, African company, told by the manager. At the same time, this book reflects on what happens, through a consultant’s voice. It uses theory in the best possible way, to make sense of the episode so that readers can make the link to their own predicaments.
The book confirms Kurt Lewin’s quip that nothing is more practical than a good theory. The main theory brought to life here is Hofstede’s theory on culture. I mean the well-validated national culture dimensions, not the tentative work on organisational culture. Another theory used is Toyota’s principle of “Genchi Genbutsu”: when stuck, go see for yourself.
The case is Angolan. It unpacks the fact known across Sub-Saharan Africa but rarely discussed, that there are two ways to do everything: one traditional, and one Western. In foreign-led multinationals, this dichotomy can create a communication gap. In the case company, a working solution is found that combines the two. It gave ears to the boss, and a voice to the frontline workers. This is just one company in a vast continent – but I believe that this kind of new synthesis can help get Africa out of its post-colonial trauma. The authors call it “confluence”: the merging of two streams.
The country manager, Silva, is Portuguese. By European standards this society is closer to African values than most, and belonging is an important theme. For a country manager from other non-African countries to be as honestly involved, and as considerate, as Silva, will be challenging but potentially very rewarding. African managers too can try whether the shoe fits them. In fact, anyone in a leadership role in an international organization can benefit from the book’s story. Business students not yet in such a leadership role should read it too and discuss it in class.
Together we will rise!
Gert Jan Hofstede
Ede, 6 August 2023