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To address three issues of survey-based methods (i.e. the absence of behaviors, the reference inequivalence, and the lack of cross-cultural interaction), the purpose of this paper is to explore the potential of using the behavioral experiment method to collect cross-cultural data as well as the possibility of measuring culture with the experimental data. Moreover, challenges to this method and possible solutions are elaborated for intriguing further discussion on the use of behavioral experiments in international business/international management (IB/IM) research.

This paper illustrates the merits and downside of the proposed method with an ultimate-game experiment conducted in a behavioral laboratory. The procedure of designing, implementing, and analyzing the behavioral experiment is delineated in detail.

The exploratory findings show that the ultimate-game experiment may observe participants’ behaviors with comparable references and allow for cross-cultural interaction. The findings also suggest that the fairness-related cultural value may be calibrated with the horizontal and vertical convergence of cross-cultural behaviors (i.e. people’s deed), and this calibration may be strengthened by incorporating complementary methods such as a background survey to include people’s words.

The behavioral experiment method illustrated and discussed in this study contributes to the IB/IM literature by addressing three methodological issues that are not widely recognized in the IB/IM literature.

The purpose of this paper is to analyze how individual project members in IT offshore outsourcing projects cope with culture‐specific behavior, and how the project members' cultural intelligence enables the emergence of negotiated culture.

The employed research approach is an interpretive, in‐depth single‐case study based on 31 qualitative interviews. The cultural intelligence framework serves as a “sensitizing device” to develop a model of cross‐cultural interaction in IT offshore outsourcing projects.

The paper presents a model explaining cross‐cultural interaction at the individual level in IT offshore outsourcing. The analysis shows that effective cross‐cultural interaction manifests itself in active cross‐cultural adaptation behavior, which is driven by motivational and cognitive factors. Cultural intelligence, including cognitive, motivational, and behavioral elements, is found to be an important driver for the development of a negotiated culture, characterized by trust‐based interpersonal relationships, shared understanding, and the effective resolution of conflicts in IT offshore outsourcing projects.

This study helps to understand how the emergence of a negotiated culture depends upon the cultural intelligence of individual project members. Practitioners need to focus on the accumulation of cultural intelligence in their project teams.

This study makes a theoretical contribution to the IT offshore outsourcing domain by presenting a model of individual‐level cross‐cultural interaction in this context. Furthermore, it represents one of the first qualitative case studies on cultural intelligence in IS.

Cross-cultural research constitutes a pivotal topic for marketing; however, the literature indicates that there are a few studies analyzing social media reviews from a cross-cultural perspective using cultural proximity (supra-national level) as a proxy of culture. Therefore, the purpose of this study is to identify cross-cultural differences in service evaluations and specifically, in hotel appraisals among tourists from Central, Eastern (including Post-Soviet States), Northern and Southern Europe.

A quantitative approach has been taken by studying online user-generated ratings of hotels on Trip Advisor. In total, 1,055 reviews of five hotels in Greece were used for the study.

Multivariate analysis of variance and analysis of variances results confirm cultural differences in overall service evaluations and attributes (value, location, sleeping quality, rooms, cleanliness and service) of tourists from various European regions. Specifically, Eastern Europeans uploaded more reviews than any other European group, whereas Northern Europeans were more generous in their appraisals than Eastern, Southern and Central Europeans.

The results of the study could be used for segmentation purposes of the European tourism market and for recognizing, which aspects of their services need to be improved based on the segments they serve. Moreover, managers should encourage Northern and Eastern Europeans to upload their reviews as both groups are more generous in their evaluations. Moreover, the findings are useful to marketers of other services.

To the author’s knowledge, this is the first study that examines cross-cultural differences in hotel appraisals from a supra-national perspective including developed (Northern and Western Europe), developing (Southern Europe) and emerging tourism markets (Eastern Europe).

Cross‐cultural research in marketing has been dominated by survey‐based quantitative approaches; however, the assumption of prior validity required for the adoption of the survey approach to values in cross‐cultural research has yet to be established. This paper aims to review the literature and outlines the problems of the survey‐based approach to cross‐cultural values research. These criticisms relate both to the choice of the method and its execution. The paper outlines the multiplicative effects of these problems, that threaten the validity of the survey methodology in this context, and suggests a methodological alternative.

This paper reviews and synthesises the relevant literature on conceptual and methodological issues pertinent to the survey approach to values research in a cross‐cultural context.

A review of the literature suggests numerous methodological problems that threaten the validity and reliability of the survey approach to cross‐cultural values research. This review exposes a methodological gap that can be filled by a qualitative approach to the study of values in cross‐cultural research. In particular, the paper advocates means‐end methodology as offering significant strengths and addressing several of the weaknesses of the survey‐based approach to cross‐cultural values research.

The paper synthesises the literature on methodological issues in cross‐cultural values research, bringing together disparate criticisms which reveal the range of unresolved problems with the empirical, survey‐based approach to cross‐cultural values research; the paper also offers a suggestion for an alternative methodological approach. The means‐end approach is increasingly being used in various research areas; this paper highlights its appropriateness in a cross‐cultural context, as an alternative to predefined and culturally determined measures that limit our understanding of cross‐cultural values. Means‐end addresses many of the specific weaknesses of the survey method identified in the literature review. This discussion of methodological issues has implications for the field of cross‐cultural research more generally and suggests a critical re‐assessment of cross‐cultural methods is needed.

The article aims to discuss the relationship of culture and tourist behavior. The focus of the study is to propose an extended research framework related to individualism/collectivism culture and group travel intention. The article seeks to argue that group travel intention and behavior is not only influenced by the cultural background of individualism or collectivism, but also a function of several factors including social, political, and economic influence, as well as personal background of individual travelers.

The article investigates the major current research and methodological issues in cross‐cultural tourist behavior studies. By reviewing and assessing important concepts related to this particular theoretical topic, the study proposes a conceptual framework based on the extensive literature review and discussion.

The study proposes that personal background, as well as social, political, and economic factors all moderate the relationship between culture and group travel behavior, making tourist behavior in collectivism or individualism cultures more similar or different from one another. The research also tests whether social conditions of marginality contribute to the differences.

The study helps avoid the stereotypes of individualism/collectivism culture related to group travel behavior, and provides better understanding of the function of various personal, social, political, and economic factors on tourist behavior.

Cross‐cultural studies in tourism are limited, especially in the tourist behavior sector. The article offers insights into the cultural differences and tourist behaviors on a more detailed market basis.

The world economy is becoming increasingly cross‐cultural. During the next decades, as marketers enter new international markets, an understanding of how culture influences consumer behavior will be crucial for both managers and consumer researchers. This article presents a framework that integrates and reinterprets current research in cross‐cultural consumer behavior. The framework also serves to identify areas that need further research and can be used as a template for marketers seeking to understand their foreign consumers. The article also attempts to integrate from an applied perspective two distinct traditions in the study of culture and consumer behavior: the anthropological approach and the cross‐cultural psychology tradition.

Notes that methodological problems are hampering the growth of cross‐cultural marketing research and presents a review of methodological issues to address these problems. Organizes these issues around a six‐step framework which includes elements such as problem definition, the development of an approach and research design formulation. Notes that the marketing research problem can be defined by comparing the phenomenon or behaviour in separate cultural contexts and eliminating the influence of the self‐reference criterion. Discusses issues in data analysis such as treatment of outliers and standardization of data. Concludes with an interpretation of results and report presentation.

This study aimed to examine the effects of curiosity on expatriates' innovative work behaviour and job satisfaction in a cross-cultural setting, with the sequential mediating effects of cultural intelligence (CQ) and knowledge-sharing behaviour.

Data were collected by distributing an online survey to 465 Taiwanese expatriates living and working abroad. Structural equation modelling was used to test the hypotheses via AMOS v.22.

The results indicate that curiosity is an antecedent of an individual's CQ and both CQ and knowledge-sharing behaviour are sequential mediators in the relationships between curiosity and innovative work behaviour and between curiosity and job satisfaction.

The study expands the existing body of research to analyse personal traits as meaningful factors that enhance CQ and the mechanisms of CQ and knowledge sharing behaviour in the relationship between curiosity and innovative work behaviour and between curiosity and job satisfaction. It offers novel empirical evidence for the important role of curiosity, CQ and knowledge-sharing behaviour in enhancing an individual's innovative work behaviour and job satisfaction in a cross-cultural setting.

Organisations operate in diverse cultural environment, which is a challenging task due to absence of cultural knowledge and difficulty in adapting the native culture that usually leads to expatriate failure. In this context cultural intelligence plays an important role in the adjustment of employees. The purpose of the study is to examine the mediating role played by cultural intelligence between cross-cultural training and cross-cultural adjustment relationship. It further analyses the moderating role of cross-cultural training and types of expatriate between cultural intelligence and cross-cultural adjustment relationship.

Set in a large culturally diverse emerging economy context, data have been gathered from 530 managers working in banking sector. Data have been duly assessed for reliability and validity.

The results revealed that cultural intelligence mediates cross-cultural training and cross-cultural adjustment relationship. Evidence from the analysis further suggests that cross-cultural training and types of expatriate moderate the relationship between cultural intelligence and cross-cultural adjustment. Lastly, the managerial and theoretical implications have been put forth for practical and academic perusal.

The study is cross-sectional in nature and data have been collected from single source.

Organisations should design such training programmes, which motivate the managers to successfully complete out of home state assignment and help them to adapt in the cross-cultural situations.

Culturally intelligent employees/managers are able to communicate with people belonging to diverse culture, which results in building trust, loyalty and cordial relationship amongst the people. This will create the feeling of unity in the society thereby bringing national as well as global peace.

The study develops the extant literature on cross-cultural training and types of expatriate as effective intercultural instruments to enhance the capability of the managers to interact and adjust in host region environment.