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The article “Culture shocks” in inter-cultural service encounters was published in 1999. The purpose of this paper is to analyze how the scientific discussion about this issue has developed and which open research questions are still awaiting solutions.

The main contributions of the original article are evaluated in the light of the current state of research. Simultaneously, the scientific development is commented on the basis of the original theoretical and empirical insights.

The original article belongs to those that initiated an extraordinary development of the research field. Aspects of inter-cultural encounters have found increasing attention in service marketing research. However, some fundamental problems of inter-cultural studies are still unresolved, and some of the theoretical and management oriented stimuli of the 1999 paper still seem worthy of consideration.

The retrospective analysis gives insight into the scientific development of the research on inter-cultural service encounters. It identifies relevant development lines, new perspectives and open questions for future research.

Using semantic differential ratings of evaluation, potency and activity of American and German undergraduates, I will test the general hypothesis that if both cultures agree on the sexual‐ erotic denotation of sentiments, sentiments will differ disproportional in their affective representations. It will be demonstrated that there is an interconnection of role‐identities and emotions. Affective representation between sexual role‐ identities differs in German and American culture. Emotions associated with sexual‐erotic role‐identities have a deviant and violent quality for Americans. The same role‐identities associate with emotions of impression and passion for German subjects.

The main purpose of this paper is to develop a brand love measurement scale, adopting an etic approach and testing for differences on how consumers experience brand love across different cultures.

An integrative model of brand love was first developed and then data was collected through an online survey (N = 322) in two countries (the USA and Portugal) with different characteristics (individualistic vs collectivistic). A structural equation model method was followed, including an exploratory factor analysis, confirmatory factor analysis and multi-group analysis to test the set of hypotheses.

As proposed in the initial model, results indicate that brand love is the result of a dynamic interaction between five integrated emotional dimensions: passionate driven behavior, commitment, affection and connection, consumer-brand identification and brand relationship. The multi-group analysis across countries suggests that the socio-cultural context, namely, the collectivistic vs individualistic nature of the sample, significantly influences the brand love experience.

This is the first brand love measurement scale developed from an etic perspective, encompassing complex and dynamic emotional dimensions that in combination, form the brand love experience. Results indicate that the brand love experience may significantly differ from culture to culture, pointing out the most relevant dimensions in each of the socio-cultural contexts that better predict brand love and its consequences. These findings are particularly relevant for practitioners working on global brand management.

This study investigates how a competitor orientation (knowledge of and acting on competitors' strengths and weaknesses) facilitates coopetition activities (collaboration with competitors), within networks of competing micro-sized, independent, family restaurants, owned by entrepreneurs from ethnic minority backgrounds.

An instrumental case study features data collected from interviews with 30 owners (as key informants) of micro-sized, independent, family-owned restaurants, in two urban clusters within the Midlands (UK). Specifically, the context involves restaurants offering South Asian cuisine and where the owner originated from the Indian sub-continent (Bangladesh, India or Pakistan). Secondary data were collected wherever possible. These two clusters (not named for ethics reasons) are highly populated by members of these respective ethnic communities; also, they contain a relatively large number of restaurants offering South Asian cuisine.

A competitor orientation facilitated strong coopetition-oriented partnerships comprised of extended family and intra-community members that helped enhance individual firms' performance, maintained family employment and sustained their cluster. It also helped owners develop subtle counter strategies where weak ties existed, such as via inter-community networks. For example, strategies attracted customers that were not loyal to a particular restaurant, or indeed, sub-ethnic cuisine (within Bangladesh, India or Pakistan, like the Punjab region). Subtle as opposed to outright counter strategies minimised retaliation, since restaurant owners wanted to avoid price wars, or spreading misinformation where the reputation of a cluster may suffer alongside the likely survival of individual businesses within that regional cluster.

Mixed evidence exists in earlier studies regarding the competitive rivalry in certain sectors where ethnic minority ownership is prominent; not least, restaurants located in regional clusters. However, this investigation considers the notion – what if some of these earlier studies are wrong? More specifically, does certain prior research under-represent the extent that rival entrepreneurs of an ethnic minority origin collaborate rather than compete for mutually beneficial purposes? New evidence emerges regarding ways in which a competitor orientation can influence the performance-enhancing nature of coopetition activities among business owners originating from both intra and inter-ethnic communities.

This study aims to demonstrate al-Biruni’s originality in the study of religion and the exploration of religious truth, while his firm stance on his religion effectively advocated his need to understand others more accurately.

This study is a review of al-Biruni’s literature that uses content analysis method in establishing al-Biruni’s approach in understanding other religions through three main methodologies. From these approaches, this paper advocates al-Biruni’s firm stance toward his own faith despite using a scientific study on Hindu, which is in contrary to other phenomenological scholars who find that religious truth is relative in nature.

Al-Biruni’s methods have proven that researchers are not necessarily required to dispose off their religious identity and commitment to faith, while simultaneously achieving objectivity and accuracy. Al-Biruni’s approach to understanding others may be seen as a remarkable early model of interfaith, intercultural and inter-civilizational dialogue seeking, eventually, to promote a harmonious co-existence within a highly polarized cultural and religious context. This inquiry demonstrates al-Biruni’s scholarly depth in his attempt to harmonize his methodology with the study of religious phenomena in compliance with Islam.

This study signifies al-Biruni’s intellectual background with his mastery of first-hand information as a solid basis and grounds for the effective understanding of others in a descriptive, systematic and comparative manner. This paper also signifies al-Biruni’s methods of understanding others without having to dispose off one’s religious identity and commitment to faith which could be exemplified by other religious scholars.

Wonders how, in cross‐cultural research, not only is the researcher concerned with the typical problems of intra‐cultural research, but there is also the additional burden of defining the samples in cultural terms. Acknowledges that many new segments have been added to the ever‐growing repertoire of research techniques. Examines, for this research, a bilingual/bicultural setting, e.g. Canada; with its French‐ and English‐speaking differing population. Posits that there is a definite need for a stronger definition of what exactly constitutes a French‐speaking or English‐speaking Canadian. Concludes that the Canadian environment, with its rich mixture of bilingualism and biculturalism is ideally suited to find better ways to profile cultural markets multidimensionally. Sums up that, for sampling validation purposes, cultural groups be defined in socio‐linguistic or in group identity terms.

Acculturation profiles based on the self‐oriented, others‐oriented, and perceptual dimensions of acculturative adjustment were derived for MNC employees of American, Canadian, Indian, Japanese, Latin American, Carribean and Nigerian origin. Our finding of significant, target‐specific, intercultural differences is of paramount importance in delineating areas of predeparture expatriate training and development.

Promotes and justifies a stronger comparative emphasis in the study of educational administration and management. Addresses questions such as, why adopt a comparative approach to educational administration? Why ground a comparative approach in culture? and, why focus on school organisation, leadership and management as the baseline unit for comparison? In systematically addressing these questions, the paper begins by acknowledging that comparative educational administration has, at best, a weak knowledge base. It goes on to clarify the potential importance of a comparative dimension to the field, and in particular, a comparative approach reflecting a cross‐cultural perspective. Finally, the paper briefly addresses a number of key issues which, it is argued, could inform initiatives to create a robust cross‐cultural approach to comparative educational administration

The aim of this study was two-fold: first, to examine the noxious effects of presenteeism on employees' work well-being in a cross-cultural context involving Chinese and British employees; second, to explore the role of supervisory support as a pan-cultural stress buffer in the presenteeism process.

Using structured questionnaires, the authors compared data collected from samples of 245 Chinese and 128 British employees working in various organizations and industries.

Cross-cultural comparison revealed that the act of presenteeism was more prevalent among Chinese and they reported higher levels of strains than their British counterparts. Hierarchical regression analyses showed that presenteeism had noxious effects on exhaustion for both Chinese and British employees. Moreover, supervisory support buffered the negative impact of presenteeism on exhaustion for both Chinese and British employees. Specifically, the negative relation between presenteeism and exhaustion was stronger for those with more supervisory support.

Presenteeism may be used as a career-protecting or career-promoting tactic. However, the negative effects of this behavior on employees' work well-being across the culture divide should alert us to re-think its pros and cons as a career behavior. Employees in certain cultures (e.g. the hardworking Chinese) may exhibit more presenteeism behaviour, thus are in greater risk of ill-health.

This is the first cross-cultural study demonstrating the universality of the act of presenteeism and its damaging effects on employees' well-being. The authors' findings of the buffering role of supervisory support across cultural contexts highlight the necessity to incorporate resources in mitigating the harmful impact of presenteeism.