Attempts are still being made to introduce into Eastern Germany the beliefs, attitudes and core values of the business culture which have been responsible for so much success and prosperity in the West - but have for many years been culturally rejected by the East. This work identifies strengths and conservatism as two of the most powerful of these Western values. It suggests they find their general expression in: a social, rather than a free, market economy; a solid manufacturing base; a strong emphasis on research and development in industry; concern for the physical environment; and a nurturing, long term view of business. Criticism of German companies has often focused on the less tangible aspects, however, such as a tendency to be product-led and consequently, "making nails with heads on", an aversion to risk and the spirit of enterprise. Eastern Germany has developed in a very different direction, and the author examines the effects of introducing Western values here, as well as the conflicts and contrasts that have been. Perhaps the most interesting aspect of this merging of cultures is the reaction to the integration process by Germans themselves. The differing responses of people in both Western and Eastern Germany are recorded in detail.