Being “a third culture man”

Addresses the third culture perspective and the relevance it has for intercultural co‐operation. Highlights the Gersdam case, a joint venture of a West and East German company. Describes the open‐minded attitude of the Dutch researcher and the consequences this had for a better mutual understanding in the joint venture. Predicts the increasing importance of the third culture perspective for cross‐cultural management where imagination will be increasingly necessary.