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Culture in business relationship interaction: an individual perspective

Maria Ivanova-Gongne (School of Business and Economics, Åbo Akademi University, Turku, Finland.)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 June 2015

3216

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

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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