The Lewis Model of Cross-Cultural Communication was developed by Richard D. Lewis. The core of the model classifies cultural norms into Linear-Active, Multi-Active and Re-Active, or some combination. Broadly speaking, Northern Europe, North America and related countries are predominantly Linear-Active, following tasks sequentially using Platonic, Cartesian logic. Southern European, Latin, African and Middle-Eastern countries are typified as Multi-Active, centred on relationships and often pursuing multiple goals simultaneously. East Asia is typically Re-Active, following harmonising, solidarity-based strategies.
While Lewis' writings recognise these can only be stereotypes, he asserts that his model provides a practical framework for understanding and communicating with people of other cultures, and that the model can readily be expanded with other features, such as Hofstede's cultural dimensions, seen in relation to Lewis' triangular representation.