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.

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