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The aim of this article is to address some aspects of a cross-cultural interview study conducted in a PhD research project. This is done by reflecting on and discussing the influence of language and culture on the research process, as experienced by the researcher.

The experiences have been taken from an interview study with fifteen American participants in which the researchers were Norwegian. The interviews were conducted in English.

By offering insights into experiences of the research process in a cross-cultural interview study, the article connects the discussion to the concepts of positionality and reflexivity. These concepts are found to be especially relevant when managing differences between the researcher and participants in cross-cultural studies, and for improving the trustworthiness of the research.

The experiences and reflections discussed in the article may be useful to other researchers in similar (cross-cultural) research contexts and situations.

This article has been inspired by the experience of conducting research in a second language and in a different country. By drawing on a researcher’s point of view, this article reflects on these aspects when working as a visiting researcher doing international research.

This study explores the interplay between levels of cultures and aspects of quality management (QM), aiming to develop a conceptual framework and introduce propositions regarding managing quality in a multinational company (MNC).

A conceptual framework delineating the relationship between the levels of cultures in MNCs and various aspects of QM is proposed. Thereafter, based on a theory elaboration approach, a case study in Swedish facilities of MNCs is used to further illustrate the link between constructs of the framework, contributing to the identification of challenges and possibilities in managing quality in MNCs.

The research identifies key propositions regarding the intricate relationship between levels of cultures and their influences on aspects of QM in MNC. Proposition 1 emphasises the impact of national cultural differences on perceptions of QM principles. Proposition 2 reveals that diverse QM perceptions affect global consistency in QM practices. However, proposition 3 suggests that emphasising technical aspects in common QM practices fosters shared perceptions and a cohesive organisational culture, leading to Proposition 4, that a QM-centric organisational culture mediates national cultural differences, facilitating the management of quality globally.

This research relies on a case study from a Swedish perspective. There is a need for quantitative or mixed method approaches to validate the proposed framework.

This research yields practical insights into cross-cultural QM challenges and possibilities in MNCs.

By integrating national and organisational culture into the QM framework, this research offers a conceptual model and propositions as a foundation for future cross-cultural QM research in MNCs.

This study aims to investigate Vietnamese hotel workers’ use of national stereotypes in cross-cultural service encounters. The study extends the existing knowledge on service failures and recovery attempts by illustrating how national stereotypes could inform these decisions through the lens of the script theory.

In this qualitative study, 34 service providers were interviewed about their experience in dealing with guests from different countries in Vietnamese hotels.

Service providers categorised guests based on their countries of origin to predict their behaviour prior to guest arrivals. When the guest’s behaviour matches the expectations, the service encounters went smoothly by following existing scripts. If there is a discrepancy between the guest behaviours and expectations, it could lead to service failure and the need for new scripts. Appropriate interventions in this process could turn anecdotes into accumulated understanding of guest behaviour for better service and guest experience as a new application of national stereotypes.

This study advances cross-cultural service encounter research by integrating national stereotypes and script theory. It sheds new light on how national stereotypes could inform service delivery and recovery attempts in service organisations.

本研究旨在调查越南酒店员工在跨文化服务遭遇中使用民族刻板印象的情况。研究通过脚本理论的视角阐释了国家的刻板印象如何为这些决定提供信息, 扩展了现有的服务失败和恢复尝试的知识。

在这项定性研究中, 采访了34家服务提供商, 了解他们在越南酒店与来自不同国家的客人打交道的经历。

服务提供商根据客人的原籍国对他们进行分类, 以预测他们在客人抵达前的行为。当客人的行为符合预期时, 通过遵循现有脚本, 服务接触会顺利进行。如果客人的行为和期望之间存在差异, 可能会导致服务失败, 并需要新的脚本。作为国家刻板印象的新应用, 在这一过程中进行适当的干预可以将轶事转化为对客人行为的累积理解, 以提供更好的服务和客人体验。

本研究通过整合民族刻板印象和脚本理论, 推进跨文化服务遭遇研究。它揭示了在服务组织中, 国家的刻板印象如何影响服务提供和恢复尝试。

Este estudio tiene como objetivo investigar el uso de los estereotipos nacionales por parte de los trabajadores hoteleros vietnamitas en el encuentro intercultural de servicios. El estudio amplía el conocimiento existente sobre los fallos en el servicio y los intentos de recuperación al ilustrar cómo los estereotipos nacionales podrían influir en estas decisiones a través de la teoría del guion.

En este estudio cualitativo, se entrevistó a 34 proveedores de servicios sobre su experiencia en el trato con huéspedes de diferentes países en hoteles vietnamitas.

Los proveedores de servicios clasificaron a los huéspedes en función de sus países de origen para predecir su comportamiento antes de su llegada. Cuando el comportamiento de los huéspedes coincide con las expectativas, los encuentros con el servicio se desarrollaron sin problemas siguiendo los guiones existentes. Si hay una discrepancia entre los comportamientos y las expectativas de los huéspedes, podría provocar un fallo en el servicio y la necesidad de nuevos guiones. Las intervenciones consideradas apropiadas en este proceso podrían convertir las anécdotas en una comprensión acumulada del comportamiento de los huéspedes, lo cual mejoraría el servicio y la experiencia de los huéspedes como una nueva aplicación de los estereotipos nacionales.

Este estudio avanza en la investigación de encuentros de servicio interculturales mediante la integración de estereotipos nacionales y la teoría del guion. Además, arroja nueva luz sobre cómo los estereotipos nacionales podrían influenciar la prestación de servicios y los intentos de recuperación en las organizaciones de servicios.

With the increasing popularity of live streaming, the exploration of online behaviors on live streaming platforms has become a research hot spot in academia. However, the literature lacks cross-cultural investigations into live streaming addictive (LSA) behaviors among viewers. To address this gap, based on stimulus-organism-response (SOR) theory and motivation theory, this study investigates how information seeking, sensation seeking and community commitment (stimulus) affect hedonic and utilitarian motivation (organism), which in turn influence viewers’ LSA behaviors (response). This study also compares American and Chinese viewers to understand how LSA behaviors differ across national cultures.

We surveyed live stream viewers in both nations, collecting 758 valid samples including 377 Chinese respondents and 381 American respondents for use with the research model. A partial least squares (PLS) approach is employed for data analysis.

The results show that information seeking increases utilitarian motivation, sensation seeking increases hedonic motivation, and community commitment strengthens both hedonic and utilitarian motivation. Both hedonic motivation and utilitarian motivation positively affect LSA behaviors. In addition, based on cross-cultural analysis, we found that there was a significant mediating path common to the respondents in China and the USA (i.e. sensation seeking ? Hedonic motivation ? LSA).

The findings of this study make theoretical contributions to live streaming research and offer practical guidance for live streaming firms to formulate proper marketing strategies. Last, this study outlines several limitations and possible directions for future research.

For decades, conflict resolution (CR) educators working cross-culturally have struggled with a fundamental dilemma – whether to offer western, evidence-based approaches through a top-down (prescriptive) training process or to use a bottom-up (elicitive) strategy that builds on local cultural knowledge of effective in situ conflict management. This study aims to explore which conditions that prompted experienced CR instructors to use more prescriptive or elicitive approaches to such training in a foreign culture and the implications for training outcomes.

There are two parts to this study. First, the authors conducted a literature review to identify basic conditions that might be conducive to conducting prescriptive or elicitive cross-cultural CR training. The authors then tested the identified conditions in a survey with experienced CR instructors to identify different conditions that afforded prescriptive or elicitive approaches. Exploratory factor analysis and regression were used to assess which conditions determined whether a prescriptive or elicitive approach produced better outcomes.

In general, although prescriptive methods were found to be more efficient, elicitive methods produced more effective, culturally appropriate, sustainable and culturally sensitive training. Results revealed a variety of instructor, participant and contextual factors that influenced whether a prescriptive or elicitive approach was applied and found to be more suitable.

This study used empirical survey data with practicing experts to provide insight and guidance into when to use different approaches to CC-CR training effectively.

Cross-cultural cognitive paradoxes have frequently broken the existing boundaries of knowledge and stimulated demands for knowledge creation (KC), and such paradoxes have triggered and will continue to trigger novel risks in the context of international business (IB). Given the nascency of relevant issues, this study aims to develop a more comprehensive understanding of KC across cultures by proposing a Yin-Yang dialectical systems theory of KC as micro-foundation to more systematically frame the risk/paradox-resolving mechanism elicited by cultural collisions.

This paper is conceptual in nature. The authors first critically review the literature to lay a broad theoretical foundation. Integrating the philosophy- and praxis-based views, the authors reposition knowledge as a Yin-Yang dialectical system of knowing, with yin representing the tacit while yang represents the explicit. Next, the authors justify the underling logic of realising KC through a contradiction-resolving process. On this basis, the authors draw upon the Yijing’s Later Heaven Sequence (LHS) as the source domain of a heuristic metaphor to reconceptualise KC as a dynamic capability in the IB context.

Using the LHS paradigm to metaphorically map the intricate patterns of interaction and interconnectivity among the involved individuals, organisations and all related stakeholders, this research identifies and theorises the overall dynamic capability of KC in the IB context, which comprises five sets of processes: contradiction, conflict, communication, compromise and conversion.

This research highlights that KC is simultaneously activated and constrained by human actions as well as by the socially constructed context in which it emerges, which helps individuals, organisations and policy makers more clearly frame the novel risks induced by cross-cultural cognitive conflicts in the IB context.

The authors synthesise Yin-Yang dialectics with the approach of collective phronesis, proposing a novel, praxis-oriented Yin-Yang dialectical systems theory of KC. It provides a deeper understanding of the epistemological paradox inherent in all knowledge, thus enabling KC to be rationalised by a sounder logical reasoning. By fusing the macro and micro perspectives on KC, the authors also enrich existing theory and future theory building in the domain of knowledge management.

Recent calls in international management (IM) research ask scholars to conduct more context-sensitive research, however; little attention has been paid to the methodological particularities that inform such context sensitivity. This paper aims to addresses this shortcoming by exploring how emic concepts implicate IM research processes during qualitative field studies.

We carried out ethnographic fieldwork in Brazilian subsidiaries of three German multinational enterprises. We relied on the researchers’ experiences and data from a larger research project including 63 semi-structured interviews, 7 focus groups, documents and field notes. Adopting a culturally sensitive and self-reflexive lens, we reflect on the researchers’ experiences in the Brazilian sociocultural context from an interpretive paradigm.

Our findings reveal how seven identified emic concepts affect four prototypical phases of the research process: securing access, collecting data, analyzing data and presenting findings. We discuss how these seven emic concepts influenced the research process and impacted research outcomes, as experienced by the researchers.

Findings are limited by our self-reflexive capabilities as foreign researchers, the limited explanatory power of emic categories, our paradigmatic positioning and the research context.

We contribute to research practice by providing eight suggestions for conducting international fieldwork and proposing avenues for future research.

This research contributes to the epistemological and methodological debate on context-sensitive research by arguing that intercultural sensitivity needs to be managed as an integral dimension for any form of international fieldwork. Findings contribute to interpretive approaches showing how emic concepts affect research practices, with implications for critical management perspectives.

Given that Chinese brands and products are widespread in the global market, this paper aims to examine the effect of Chinese brand origin salience (vs not) on brand evaluations by increasing global identity perceptions, and figuring out the moderating role of uncertainty avoidance.

Three experiments were conducted in different product categories to test the effect of Chinese brand origin salience. Study 1 and Study 2 collected data from different countries (i.e. Japan and the USA) with varying levels of uncertainty avoidance. In Study 3, the data were collected from the single-country sample, including participants from cultural backgrounds with high (Asian Americans) and low (Caucasian Americans) uncertainty avoidance.

Chinese brand origin salience positively influences brand evaluations via increased global identity perceptions. In addition, uncertainty avoidance plays a moderating role in the process. Specifically, the favorable effect of Chinese brand origin salience on brand evaluations will be attenuated among consumers with high (vs low) uncertainty avoidance.

This paper demonstrates that Chinese brand origin salience can enhance brand evaluations beyond prior work focusing on the negative stereotypes of Chinese brands and their imitation of Western brands. Importantly, Chinese brands have become an important part of the global community as Chinese brand origin salience can evoke consumers’ global identity.

This study empirically investigates whether and how boycott attitudes and subjective norms influence the impact of the perceived behavioral control of boycotts on boycott intention.

To test our hypotheses, we perform a hierarchical linear regression analysis using data from Japanese (n = 500) and South Koreans (n = 571).

Boycott attitudes strengthen the positive effect of perceived behavioral control on boycott intentions for Japanese and South Koreans. Contrary to our assumptions, while the direct impact of perceived behavioral control on boycott intention is not significant, there is a negative moderating effect of subjective norms for Japanese consumers.

We argue that when perceived behavioral control is evident in boycotts, consumers listen more to themselves than to others. Our cross-national analysis of actual boycott campaigns is the first study on boycott research to offer implications for the interaction effects among the three key antecedents of psychological motivation factors in the theory of planned behavior.

Considering the significance of the human resource management (HRM) and corporate social responsibility (CSR) relationship, the aim of this research is twofold: first is to measure the cultural differences between HRM, CSR and sustainable performance relationship (study 1) and second is to identify the how HRM instigates CSR and sustainable performance (study 2) in the hospitality industry of UK and Pakistan.

A mixed-method approach was used to collect the qualitative and quantitative data from upscale hotels. In Study 1, a multi-respondent and time-lagged strategy was employed to collect the data from 162 Pakistani and 290 UK upscale hotels. In Study 2, in-depth semi-structured interviews were conducted to understand the HRM–CSR–performance nexus.

The results of Study 1 highlight the significant cultural differences in the relationships of HRM–CSR–performance, while Study 2 explains that ethical culture, shared objectives, transparency, training and development, and economic incentives are the factors that push the employees to take part in CSR-related activities and attaining higher sustainable performance.

This study addresses the debate on the difference between cross-cultural studies related to implementing Western theories in shaping, developing and implementing business strategies, including CSR, HRM and sustainable performance in an Asian context.