Drawing from decades of research, Genes, Climate, and Consumption
Culture: Connecting the Dots demonstrates how climate dictates culture
and consumption. The author shows that human genes are climatic
adaptations over thousands of years of evolution, which has resulted in
the dramatic differences between people s food, clothing, and shelter
choices. Most importantly, the book discusses how many of the
fundamental differences between cultures, with respect to time, space,
friendship, and technology, are responses to their particular climate.
Readers will learn how to challenge their assumptions about what types
of products and services foreign markets want. They will learn how to
examine local markets vis-à-vis climate and culture, either changing
their products accordingly or delivering entirely new offerings.