Quotation Tung, Rosalie, Stahl, Günter. 2018. The tortuous evolution of the role of culture in IB research: what we know, what we don’t know, and where we are headed. Journal of International Business Studies JIBS. 49 1167-1189.


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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.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of International Business Studies JIBS
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new FIN-A, MAN-A+, STRAT-A, VW-A, WH-A
Language English
Title The tortuous evolution of the role of culture in IB research: what we know, what we don’t know, and where we are headed
Volume 49
Year 2018
Page from 1167
Page to 1189
Reviewed? Y
DOI https://doi.org/10.1057/s41267-018-0184-2
Open Access Y

Associations

People
Stahl, Günter (Details)
External
Tung, Rosalie (Beedie School of Business, Canada)
Organization
Institute for International Business (Stahl) (Details)
Competence Center for Sustainability Transformation and Responsibility WE (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5300 Economics (Details)
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