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The purpose of this paper is to re-examine the use of the term “culture shock” in international management studies and cross-cultural research and to propose a paradigmatic shift in how the term is understood for future research. The experience of “culture shock” is an established concept within international management studies, engendering an industry of training designed to combat difficulties in relocation. This paper argues that the use of concept is based on a flawed understanding of “culture” and proposes an alternative perspective to help organisations prepare their employees for overseas assignments.

The paper opts for a critical review of literature to examine models of culture shock through time and theories relating to success factors in cross-cultural adjustment. In so doing, the paper revisits the notion of culture shock from a social constructionist perspective within a dialectical framework.

The paper challenges the notion of culture as an essential, reified concept, arguing that culture shock is not about culture, but about the dynamics of context and how individuals deal with life changes to navigate the challenges that they face.

Future research should focus on context-related, interactive behaviour, framed in discourse processes, rather than predetermined a priori typologies based on cultural stereotypes. This would recognise the discursive nature of social interaction within a dialectical framework, where relational tension emerges as a result of disparity.

The paper contributes to an understanding of the complex range of factors influencing the success of relocation to guide international companies in their policies.

This paper proposes a paradigm shift in the treatment of culture shock towards a more discourse-based concept created through universal cultural and dialectical processes.

As the rate of growth in trade of developing and developed economies converges, international business is increasingly taking place in a growing assortment of political and ideological contexts with variable levels of tolerance for plural dissidence. This can create substantial challenges and risks for crosscultural adjustment and increases the potential for assignment failure. The purpose of this study was to examine the impact of an authoritarian regime on the process of adjustment amongst expatriate sojourners and draw out lessons for future research and policies for relocation in similar authoritarian contexts.

This was a qualitative research study over three years making use of participant observation methods as a result of researcher immersion in the local context.

This study finds that “culture” is an insufficient category for explaining difficulties in cross-cultural adjustment and demonstrates that adjustment difficulties under authoritarianism are heightened in the proximate sociocultural context, with geo-political and ideological dynamics creating more challenging conditions of life. Increased levels of social control act to heighten psychological vulnerability amongst sojourners, resulting in coping behaviours that seek a greater degree of psychological alleviation and companionship through more resource-intensive supportive networks and a tendency toward enclavism, thus inhibiting sociocultural adjustment to the host society.

Research needs to recognise more fully the diverse nature of contexts in cross-cultural adjustment. Future research should explore different types of contexts and assess what sort of challenges may arise in relation to the process of psychological and sociocultural adjustment and the adjustive resources required to overcome them.

The paper contributes to the understanding of the psychological and sociocultural challenges of international relocation in an authoritarian context and serves as valuable insight for relocation planning in similar conditions, which are an ever-increasing feature of international business.

This paper gives a unique insight into international relocation in Cuba and draws out the areas of concern for cross-cultural adjustment under authoritarian conditions, an ever-increasing feature of international business. It serves as an example of how context-based research can inform cross-cultural theory and practice within an evolving landscape of doing business globally.