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.

中文翻译：

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从文化差异到文化全球化：跨文化管理研究的新研究议程

目的

本文响应了在跨文化管理 (CCM) 和更广泛的国际商务 (IB) 文化敏感性研究领域中建立新存在理由的呼吁。它认为，解决该领域信任危机的一种方法是开发一条以企业驱动的文化全球化为重点的调查路线。本文还提出了一种受国际政治经济学 (IPE) 和后殖民理论启发的理论方法，并概述了未来文化全球化工作的研究议程。

设计/方法/方法

该论文是一项基于案头的分析，利用更广泛的社会科学的相关研究，将文化全球化插入到 CCM/IB 领域的智力项目中。

发现

本文发现 CCM 和文化敏感 IB 研究领域更广泛，几乎完全专注于研究文化差异的影响。令人惊讶的是，很少有人关注企业驱动的文化全球化现象。

研究限制/影响

该论文重新定位了该领域并提出了研究议程，呼吁研究四个相关参与者在文化全球化中的作用：跨国公司、全球专业服务公司、商学院和 CCM/IB 研究人员本身。

实际影响

CCM/IB 学者或许能够将自己重新定位于文化全球化现象，并借此抓住机会为更广泛的社会科学中有关它的重要辩论做出贡献。

原创性/价值

该论文提出了通过将 CCM/IB 重新导向文化全球化研究并鼓励该领域在未来对该现象的研究中发展后殖民敏感性来实现更新的可能性。