Culture in business relationship interaction: an individual perspective
Abstract
Purpose
The purpose of this paper is to establish a conceptual framework for studying the intercultural aspect of dyadic business relationship interaction from an individual perspective.
Design/methodology/approach
The paper is conceptual in nature. Perspectives on culture and cultural concepts are discussed and critically reviewed for the question of applicability in the study of business relationship interaction from an individual perspective.
Findings
By focusing on the application of culture in individual sensemaking of interaction events in a business relationship context, a suitable perspective on culture is chosen. A conceptual framework consisting of the concepts related to the chosen perspective is developed. Moreover, propositions concerning the study of culture in individual sensemaking of interaction events are suggested.
Research limitations/implications
The paper suggests several opportunities for further research, particularly concerning the application of the reviewed concepts to the empirical study of culture in sensemaking of business relationship interaction.
Originality/value
The paper advocates for a more interpretive and constructive perspective on culture in business relationship interaction studies. Second, it improves understanding of the cultural concepts application in the research on individual sensemaking within a business relationship context. Third, it particularly contributes to the current conceptual underpinning of the International Marketing and Purchasing group studies by reintroducing the concept of culture from an individual perspective.
Keywords
Acknowledgements
The author gratefully acknowledges the Finnish Foundation for Economic Education and the Finnish Graduate School of International Business for support.
Citation
Ivanova-Gongne, M. (2015), "Culture in business relationship interaction: an individual perspective", Journal of Business & Industrial Marketing, Vol. 30 No. 5, pp. 608-615. https://doi.org/10.1108/JBIM-01-2013-0002
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited