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

Boussebaa, M. (2021) From cultural differences to cultural globalization: towards a new research agenda in cross-cultural management studies. Critical Perspectives on International Business, 17(3), pp. 381-398. (doi: 10.1108/cpoib-01-2020-0003)

Abstract

Purpose: 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/approach: The 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. Findings: The 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/implications: The 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 implications: CCM/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/value: The 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.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Boussebaa, Professor Mehdi
• Authors: Boussebaa, M.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Critical Perspectives on International Business
• Publisher: Emerald
• ISSN: 1742-2043
• ISSN (Online): 1758-6062
• Published Online: 15 June 2020
• Copyright Holders: Copyright © 2020 Emerald Publishing Limited
• First Published: First published in Critical Perspectives on International Business 17(3): 381-398
• Publisher Policy: Reproduced in accordance with the copyright policy of the publisher