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The purpose of this paper (editorial) is to take a stock of the research focused upon South Asia, in order to evaluate if it has produced useful results, and to discuss its future directions as per the scope and mission of the South Asian Journal of Global Business Research. In view of pleas for greater attention to context effects, the authors use the concept of contextualization as the basis for analysis.

A qualitative content analysis of research published in 21 top‐tier business journals is employed, including a total of 96 articles focusing upon South Asia or any South Asian country.

A contextualization typology is presented, related to purpose (whether context guides the research or not) and methodology (whether new or old framework and/or scales are used) and continuum of attention to contextualizations for hypotheses and/or research questions, and research findings in order to discuss the status of published South Asian research.

The authors discuss limitations of their philosophical underpinning and epistemological standing that have influenced their analytical approach and results.

This paper presents a contextualization typology as a starting point to discuss contextualization in international business theory and practice. The paper also provides directions for future research for scholars interested in South Asian research.

In Part I and Part II of this review series, management research over a 25-year period from 1990 to 2014 from Afghanistan, Bangladesh, Bhutan, India, Maldives, Nepal, Pakistan and Sri Lanka was reviewed (Menon, 2016, 2019). This final paper presents further analysis, including author affiliation analysis, and an exploration of contextual factors affecting management research in each of the eight South Asian countries.

Publication trends and the locational affiliation of the authors (in-country vs external) were analyzed. Country-specific analysis and policy recommendations were developed from an ecological and institutional theory perspective.

There were a total of 1,250 management research articles related to South Asian countries published in 183 journals, with the most being in the International Journal of Human Resource Management (n = 92). The average number of publications per year has steadily increased, nearly doubling in the last five years. An analysis of author affiliations revealed that a majority (64%) of the first authors were based in the West.

The author affiliation analysis in this paper is an original technique and offers empirical evidence that much of quality management research on South Asia is undertaken by scholars external to the region. The review series is the first such comprehensive effort covering management research in all eight South Asian countries over a 25-year period and offers country-specific explanations for the state of management research in these countries.

Despite contrary evidence, much management research treats Asians as culturally homogeneous. This study seeks to explore how managers from four Asian nations differ in conflict management and whether observed differences are linked to cultural attitudes.

A questionnaire assessed conflict management practices and cultural attitudes of managers from four nations with considerable historical, geographical, and economic differences. ANOVA and ANCOVA were used to test hypotheses about groups differences in preference for three conflict management styles – competing integrating, and avoiding – controlling for differences in demographics and cultural attitudes.

Statistically significant differences were found on all three of the conflict management styles, although the hypotheses were only partly supported. Controlling for differences in demographics and cultural attitudes had little impact on the main findings. Some similarities among the nationalities were found: “integrating” was the most preferred style, and showed the least variation, among the groups. However, there was less similarity among the nationalities regarding “competing” and “avoiding”.

Since the hypotheses – based largely on national culture differences among the nationalities – were only partly supported, future research should attempt to identify variables that better explain differences among nationalities in conflict management style.

The information on conflict management style preferences in these four nations will be valuable to those wishing to do business there. Further, refuting the common assumption of cultural homogeneity among Asians will better prepare Westerners for doing business elsewhere in Asia.

This paper demonstrates that national differences in conflict management style were not based on demographic differences in the sample or differences in cultural attitudes.

This paper aims to investigate current trends in selected management systems and analyses their mutual synergy effects to remaster contemporary enterprise performance management systems in the business sphere.

This research involves assembling key academic texts and other literature on the subject of changes in management systems worldwide and their influence on remastering contemporary enterprise performance management systems. The literature is reviewed using a systematic approach. More than 3,000 papers and studies are identified and content analysed.

The main trends and emerging themes of management practices in the current business world and their synergy effects are identified, reviewed and classified.

The field of performance management systems and their remastering based on individual corporate needs is an emergent area of study. This paper is relevant to academics, as well as the corporate world, because it introduces summarized results from an extensive number of published studies on the topic of trends in current management systems, their mutual synergy effects and their influence on performance management systems.

Research from Afghanistan, Bangladesh, Bhutan, Maldives, Nepal, and Sri Lanka has received relatively less attention of management scholars. To date, there has been no major review of the content of management research in these rapidly growing economies. The purpose of this paper is to address this gap by reviewing management research in these six countries over a 25-year period from 1990 to 2014.

An electronic search of 11 databases was carried out using 53 search terms pertaining to the field of management. Only articles in journals rated A*, A, or B by the Australian Business Deans Council and either Q1 or Q2 in the Scopus/Imago ratings were included in the study. The articles were then classified as belonging to one of the divisions of the Academy of Management. Results are presented in thematic clusters, highlighting the major focus of management research in these countries.

A total of 211 articles were identified as a result of the search process. The highest number of articles (n=54) were classified under the “Public & Non-Profit.” This was the only area common to research in all six countries as represented by the selected articles. The results are reviewed from an ecological and institutional theory perspective which suggests that the various dimensions of the local environment are reflected in the type of management research emerging from these countries. The paper concludes that these countries represent “greenfield sites” in terms of research opportunities for management scholars from all over the world.

This review approach adopted in this paper is unique and represents an attempt to be as inclusive as possible without sacrificing quality. This is the first comprehensive and systematic review of management research in these six countries.

This paper aims to unfold the path of how the complexity of culture issues leads to a rising pressure for paradigm changes in the research on culture in international management. In terms of academic debate about culture, the crucial paradigm shift has not yet happened. Research and writing are still dominated by a mechanistic-rational approach which does not quite know to handle cultural phenomena which by nature are mutuable, often transient and invariably context-specific. Rising pressure is observed for paradigm changes through three main trends: integration of West-East dichotomy, coexistence of convergence and divergence; and dynamic vs static perspectives. It is argued that the unresolved debate on the culture construct and its measurement, the epistemological stance by researchers and associated methodological choices in culture studies reinforce these trends pressuring for a paradigm shift.

This paper reviews the knowledge based on culture studies to establish the contributions of culture studies in international business and the foundation of its knowledge base. The conceptual foundation of culture, its multi-level and multi-dimensionality and critical issues in research epistemology and methodology are analyzed to discuss emerging trends in the process of an imminent paradigm change.

By unfolding the nature of abstract and high-order definition of culture, the focus is on deciphering the complex construct and multi-level and multi-dimensionality in measurement, which, in turn, interact with the epistemology of culture researchers and the choice of methodology used to carry out culture studies. Eventually the interaction of the three studied elements drives the proposed three paradigmatic changes in the evolving business environment.

The identified trends in existing culture research keep the importance of culture studies in international business management thriving as we point to their relevance for the envisaged paradigm shift.

The three paradoxes discussed challenge researchers who aim to contribute to the knowledge base of culture in international business. In addition, the debate cannot be ignored by international business managers as culture is a key informal institutional driver that influences international business performance.

The review of the knowledge base on culture studies in management contributes to a better understanding of the envisaged paradigmatic shift of the discipline. The debate on the complexity of culture studies is extended to three tendencies for potential paradigmatic change, with implications discussed to suggest future research.

Today’s small enterprises are forced to rethink their business-as-usual management and shift toward corporate sustainability. The empirical paper responds to a crucial quest for many modern leaders and entrepreneurs, specifically small business owners in emerging economies. This paper aims to answer what they can do to increase long-term financial performance and enhance stakeholder satisfaction, thereby contributing to long-term business sustainability.

Using a convenience sampling, data were collected from a sample of 280 business leaders and entrepreneurs of small enterprises across industries in an emerging economy of Thailand. This study used a sustainable leadership research framework. Factor analysis and multiple regression analysis were used for data analysis.

Seven valid and reliable leadership factors were uncovered as new underlying leadership constructs to examine business sustainability in small entrepreneurial enterprises in Thailand. Results from multiple regressions revealed two significantly positive factors or drivers (i.e. trusting, innovative team orientation and strong, shared vision) for enhanced two sustainability performance outcomes (i.e. financial performance and stakeholder satisfaction). The findings thus contribute to advance our limited knowledge about the contextualised constructs and possible theoretical development of the developing research realm.

Successful small entrepreneurial organisations in Thailand and other emerging economies that wish to improve their business sustainability are suggested to adopt the essential leadership and management practices (i.e. trusting, innovative team and strong, shared vision). Future studies may examine data from a larger sample size and other countries to expand our limited understanding in different contexts.

The resulting practical insights can be used to guide business leaders, entrepreneurs, practitioners and policymakers towards making strategic priorities and investments for improved business competitiveness, resilience and sustainability in small entrepreneurial enterprises. Overall, this study may be a starting point for further investigation on developing entrepreneurial growth and business sustainability in small sustainable enterprises across emerging economies.

The paper responds to calls for more contextualised research studies in the evolving multidisciplinary field of entrepreneurial leadership and business sustainability, particularly in an emerging economy of Thailand. It also unveils the essential strategic leadership factors that positively drive business sustainability in small entrepreneurial firms. And, it empirically examines the effects of diverse strategic leadership factors and multiple sustainability performance outcomes in a single study. It further proposes an emergent leadership-performance model for entrepreneurial business sustainability in the context-specific study. Above all, it advances the currently limited empirical knowledge in the emerging research front towards more sustainable futures.

The purpose of this study is to investigate patient perceived value as a stimulus of patient engagement behaviors both from the conceptual and empirical perspectives.

Based on the stimulus–organism–response framework, the authors developed a model to determine the impact of patient perceived value on patient engagement behavior in health care. The data were collected from a sample of 391 patients hospitalized in private hospitals. Structural equation modeling technique was used to test the research hypotheses.

The findings confirmed relevance of the service quality dimensions reliability, tangibility, responsiveness and empathy as significant antecedents of patient perceived value. Perceived value plays a significant role in shaping word of mouth and patient helping behaviors.

The findings of this study are relevant and applicable to patients in private hospitals.

This study contributes to the literature by providing new evidence on patient perceived value and engagement behaviors as a response to care quality. With adequate focus on perceived value and service quality, service providers can strengthen the relationship with patients and build a sustainable competitive advantage, by stimulating engagement behaviors in patients.

This study is of unique value to the health-care literature, both from the theoretical and managerial point of views. This study proposes a conceptual model of patient perceived value which can be used in the private health sector. Moreover, this study contributes to the health-care literature by introducing patient-helping behavior.

Historically, academia, typically universities have had two major groups of professionals. One is those who are responsible for teaching and research, including university professors, associate professors, researchers, research assistants, etc. The other is the administrative staff who are responsible for administrative tasks. Both groups have existed since the inception of a university.

As societal expectations of universities have evolved, so has the need for professionals with advanced skills, who are often referred to as Research Managers and Administrators (RMAs) or University Research Administrators (URAs). In Japan, the profession is called URA because it was modelled after the American system in the beginning of its formation. In India, on the other hand, it is often referred to as RMA because of its reference to the United Kingdom. In this chapter, we will use the term RMA as a consistent term. In Asia, the trend of increasing need for this profession has been increasing over the past decade, starting around the 2010s.

This section provides an overview of the history and background that resulted in the current situation surrounding RMAs, as well as a future prospect in the six Asian countries featured in this book: China, India, Japan, Malaysia, Singapore, and Vietnam.