The sun also rises in China.

While Americans proudly point to the importance of corporate culture in establishing a great brand, the Western world will be challenged in the decades ahead by companies in emerging markets that will revolutionize the way products are manufactured, marketed and sold - with corporate cultures distinctly different than those we know today.

Lenovo, the Chinese computer giant emerging from the acquisition of IBM's personal computer business, is now staking its claim to new world markets. It is doing so by blending an historic corporate culture known for an adherence to rules, discipline and the forced ranking of employees against performance goals, with IBM's penchant for using processes that are distinctly Western - conference calls, meetings and milestones designed to keep projects on track.

Where East meets West, it works when two cultures share the same core values and philosophies. Lenovo executives say the cultural differences between Lenovo and IBM have proven to be strengths because both share common beliefs in innovation and customer satisfaction.

The real challenge in the coming years will be how Chinese employees, who for generations have been led by rigid, more autocratic management practices, respond to the style of Western management known for greater collaboration and the empowerment of workers. My experience with Asian companies has shown they are slow to adopt new employee communications practices that American and increasingly European companies use to mobilize employees against business objectives. Should we be surprised? For generations, these practices have worked, and change is not always easy. But change must come as emerging leaders in Asia extend their reach and influence.

I believe the tipping point for employee communications as a global management discipline will come when we no longer speak of language and cultural differences but of shared values that managers and front-line employees in places like Guangzhou, Mumbai, Warsaw and San Jose will affirm with one voice. That time is coming.