Think glocally, act glocally: a culture-centric comment on Leung, Bhagat, Buchan, Erez and Gibson (2005)

• 成果类型: Article
• 署名作者: Gould, Stephen J.; Grein, Andreas F.
• 署名单位: City University of New York (CUNY) System; Baruch College (CUNY)
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/palgrave.jibs.8400410
• 发表日期: 2009
• 页码: 237-254
• 关键词: cultural theory; cultural research methods; hybridization; emic vs etic; NATIONAL CULTURE; global culture

摘要

Culture is a critical variable in international business (IB), and Leung, Bhagat, Buchan, Erez and Gibson (2005) enrich our understanding of its role. However, that said, their framing of this variable conflates the role of national culture (NC), a particular form of culture, with culture itself, a more pivotal, holistic and central construct. This paper, by commenting on and critiquing their approach, seeks to shift the theoretical center of gravity from a NC-centric paradigm to a culture-centric, constructivist one, and from a top-down, bottom-up view to a flatter, glocalized one. Implications are provided which suggest that research should address cultural processes of patterning and production, as well as cultural forms, such as global communities and global culture (GC), which share with or even capture the spotlight from NC as a focus for studying and developing IB cultural theory.