An interpretive examination of the development of cultural sensitivity in international business
Cultural sensitivity is assumed to be important in international business, yet little empirical work explores how cultural sensitivity actually develops. In-depth interviews with buyers from the Asian Pacific Rim were conducted, and support was found for a four-stage model of cross-cultural sensitivity in which buyers move through the stages of romantic sojourner, foreign worker, skilled worker, and partner. This paper explores the development and evolution of cultural sensitivity as it interacts with trust and development of international business relationships. Journal of International Business Studies (2008) 39, 71–87. doi:10.1057/palgrave.jibs.8400327
Volume (Year): 39 (2008)
Issue (Month): 1 (January)
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