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From cultural differences to cultural globalization: towards a new research agenda in cross-cultural management studies

From cultural differences to cultural globalization: towards a new research agenda in... This paper responds to calls for a new raison d’être in the field cross-cultural management (CCM) and culture-sensitive studies of international business (IB) more broadly. It argues that one way of addressing the crisis of confidence in the field is to develop a line of inquiry focussed on corporate-driven cultural globalization. This paper also proposes a theoretical approach informed by international political economy (IPE) and postcolonial theory and outlines a research agenda for future work on cultural globalization.Design/methodology/approachThe paper is a desk-based analysis that draws on relevant research in the wider social sciences to insert cultural globalization into the CCM/IB field’s intellectual project.FindingsThe paper finds the field of CCM and culture-sensitive IB studies more broadly to be almost exclusively focussed on studying the impact of cultural differences. Surprisingly, little attention has been devoted to the phenomenon of corporate-driven cultural globalization.Research limitations/implicationsThe paper redirects the field and presents a research agenda, calling for studies on the role of four related actors in cultural globalization: MNEs, global professional service firms, business schools and CCM/IB researchers themselves.Practical implicationsCCM/IB scholars may be able to reorient themselves towards the phenomenon of cultural globalization and, in so doing, also seize an opportunity to contribute to important debates about it in the wider social sciences.Originality/valueThe paper suggests possibilities for renewal by redirecting CCM/IB towards the study of cultural globalization and by encouraging the field to develop a postcolonial sensibility in future research on the phenomenon. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Critical Perspectives on International Business Emerald Publishing

From cultural differences to cultural globalization: towards a new research agenda in cross-cultural management studies

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References (96)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1742-2043
DOI
10.1108/cpoib-01-2020-0003
Publisher site
See Article on Publisher Site

Abstract

This paper responds to calls for a new raison d’être in the field cross-cultural management (CCM) and culture-sensitive studies of international business (IB) more broadly. It argues that one way of addressing the crisis of confidence in the field is to develop a line of inquiry focussed on corporate-driven cultural globalization. This paper also proposes a theoretical approach informed by international political economy (IPE) and postcolonial theory and outlines a research agenda for future work on cultural globalization.Design/methodology/approachThe paper is a desk-based analysis that draws on relevant research in the wider social sciences to insert cultural globalization into the CCM/IB field’s intellectual project.FindingsThe paper finds the field of CCM and culture-sensitive IB studies more broadly to be almost exclusively focussed on studying the impact of cultural differences. Surprisingly, little attention has been devoted to the phenomenon of corporate-driven cultural globalization.Research limitations/implicationsThe paper redirects the field and presents a research agenda, calling for studies on the role of four related actors in cultural globalization: MNEs, global professional service firms, business schools and CCM/IB researchers themselves.Practical implicationsCCM/IB scholars may be able to reorient themselves towards the phenomenon of cultural globalization and, in so doing, also seize an opportunity to contribute to important debates about it in the wider social sciences.Originality/valueThe paper suggests possibilities for renewal by redirecting CCM/IB towards the study of cultural globalization and by encouraging the field to develop a postcolonial sensibility in future research on the phenomenon.

Journal

Critical Perspectives on International Business – Emerald Publishing

Published: Aug 12, 2021

Keywords: Cross-cultural management; Imperialism; Multinational enterprises; Postcolonialism; Cultural globalization; Globalization; Multinationals

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