This webinar is an introduction to cultural profiling using cross-cultural tools. Starting from the theoretical work of Edward T. Hall, the webinar goes on to provide a quick guide to the culture profiling tools created by Richard D. Lewis, Geert Hofstede and Fons Trompenaars. It looks at the main turning points in the development of cross-cultural profiling tools such as the visualisation of cultural differences and establishing cultural dimensions. The webinar aims to provide a few key takeaways that will enable the viewer to start thinking in terms of these intercultural tools in their everyday life and work. It also raises the issue of the monetisation of cross-cultural tools for business purposes expressing concern that, with culture profiling now being used for everything from online advertising and election, perhaps these tools could have been made more widely for the benefit of culture and society.

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