The tortuous evolution of the role of culture in IB research: What we know, what we don’t know, and where we are headed
Rosalie L Tung () and
Günter K Stahl ()
Additional contact information
Rosalie L Tung: Simon Fraser University
Günter K Stahl: Vienna University of Economics and Business (WU Vienna)
Journal of International Business Studies, 2018, vol. 49, issue 9, 1167-1189
Abstract This paper takes stock of the literature on culture in International Business by looking back in terms of evaluating what we know and what we do not know; and looking forward by identifying emerging trends and outlining avenues for future research. Unresolved issues, gaps and limitations include: (1) narrow conceptualization of culture and fragmented approach to the study of culture; (2) failure to adopt a multilevel approach and insufficient attention to level of analysis; (3) insufficient attention to context and process; (4) failure to adopt a more dynamic view of culture; (5) tendency to equate country with culture and failure to explore other national differentiators; and (6) Western-centric approach to the study of culture. Suggestions on redressing the unresolved issues include: (1) broadening the definition of culture and transcending the values-based approach to include schemas, norms, and “memes”; (2) paying more attention to process/context by exploring the situation-dependent and dynamic nature of culture; and (3) entertaining alternative research designs/methods, such as emic approaches, qualitative methods, experimental designs, neuroscience-based methods, and replication studies. While these may represent a major departure from methodologies popular in our field, their use can hopefully help us overcome the fragmented, discipline-based approach which has contributed to the persistent problems that have plagued the study of culture in IB in the past.
Keywords: culture; cultural distance; international business; grand challenges; context; process; multi-level approach; memes; experimental designs; neuroscience-based methods; replication studies (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2) Track citations by RSS feed
Downloads: (external link)
http://link.springer.com/10.1057/s41267-018-0184-2 Abstract (text/html)
Access to full text is restricted to subscribers.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:pal:jintbs:v:49:y:2018:i:9:d:10.1057_s41267-018-0184-2
Ordering information: This journal article can be ordered from
http://www.springer. ... nt/journal/41267/PS2
Access Statistics for this article
Journal of International Business Studies is currently edited by John Cantwell
More articles in Journal of International Business Studies from Palgrave Macmillan, Academy of International Business
Bibliographic data for series maintained by Sonal Shukla ().