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Language as a resource to assess cross-cultural equivalence in quantitative management research

  • Usunier, Jean-Claude
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    Most cross-cultural management studies are based on US research instruments. Sophisticated translation procedures are applied to ensure that the target language wording is as near as possible to the source language. This process often results in ignoring the emic meaning in the target context by forcing source meaning into that context. This paper investigates the use of language as a cultural informant to generate insights into shared or specific facets of meaning. Illustrations from the cross-cultural management literature show that divergence in meaning can be assessed by adopting a cultural and political approach to translation rather than a mechanical one.

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    Article provided by Elsevier in its journal Journal of World Business.

    Volume (Year): 46 (2011)
    Issue (Month): 3 (July)
    Pages: 314-319

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    Handle: RePEc:eee:worbus:v:46:y:2011:i:3:p:314-319
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    1. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. " Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 25(1), pages 78-90, June.
    2. Janssens, Maddy & Lambert, José & Steyaert, Chris, 2004. "Developing language strategies for international companies: the contribution of translation studies," Journal of World Business, Elsevier, vol. 39(4), pages 414-430, November.
    3. Schmitt, Bernd H & Zhang, Shi, 1998. " Language Structure and Categorization: A Study of Classifiers in Consumer Cognition, Judgment, and Choice," Journal of Consumer Research, University of Chicago Press, vol. 25(2), pages 108-22, September.
    4. Oded Shenkar & Mary Ann von Glinow, 1994. "Paradoxes of Organizational Theory and Research: Using the Case of China to Illustrate National Contingency," Management Science, INFORMS, vol. 40(1), pages 56-71, January.
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