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An interpretive examination of the development of cultural sensitivity in international business


  • Jon M Shapiro

    (College of Business and Technology, Northeastern State University, Broken Arrow, OK, USA)

  • Julie L Ozanne

    (R. B. Pamplin College of Business, Virginia Tech, Blacksburg, VA, USA)

  • Bige Saatcioglu

    (R. B. Pamplin College of Business, Virginia Tech, Blacksburg, VA, USA)


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

Suggested Citation

  • Jon M Shapiro & Julie L Ozanne & Bige Saatcioglu, 2008. "An interpretive examination of the development of cultural sensitivity in international business," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(1), pages 71-87, January.
  • Handle: RePEc:pal:jintbs:v:39:y:2008:i:1:p:71-87

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    Cited by:

    1. Chua, Roy Y.J. & Morris, Michael W. & Mor, Shira, 2012. "Collaborating across cultures: Cultural metacognition and affect-based trust in creative collaboration," Organizational Behavior and Human Decision Processes, Elsevier, vol. 118(2), pages 116-131.
    2. Felício, J. Augusto & Meidutė, Ieva & Kyvik, Øyvin, 2016. "Global mindset, cultural context, and the internationalization of SMEs," Journal of Business Research, Elsevier, vol. 69(11), pages 4924-4932.
    3. Ananthram, Subramaniam & Chan, Christopher, 2013. "Challenges and strategies for global human resource executives: Perspectives from Canada and the United States," European Management Journal, Elsevier, vol. 31(3), pages 223-233.
    4. Bloemer, Josée & Pluymaekers, Mark & Odekerken, Armand, 2013. "Trust and affective commitment as energizing forces for export performance," International Business Review, Elsevier, vol. 22(2), pages 363-380.
    5. repec:spr:manint:v:54:y:2014:i:3:d:10.1007_s11575-013-0193-0 is not listed on IDEAS
    6. Arp, Frithjof, 2013. "Typologies: What types of foreign executives are appointed by local organisations and what types of organisations appoint them?," Zeitschrift fuer Personalforschung. German Journal of Research in Human Resource Management, Rainer Hampp Verlag, vol. 27(3), pages 167-194.
    7. Muethel, Miriam & Hoegl, Martin, 2012. "The influence of social institutions on managers’ concept of trust: Implications for trust-building in Sino-German relationships," Journal of World Business, Elsevier, vol. 47(3), pages 420-434.
    8. Søderberg, Anne-Marie & Krishna, S. & Bjørn, Pernille, 2013. "Global Software Development: Commitment, Trust and Cultural Sensitivity in Strategic Partnerships," Journal of International Management, Elsevier, vol. 19(4), pages 347-361.
    9. Mette Zølner, 2014. "Voices on HRM Practices: Employee Interpretations at the Subsidiary of a Danish MNC in Bangalore," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 4(11), pages 43-59, November.
    10. Katiuscia Vaccarini & Barbara Pojaghi, 2015. "Capitalizing on Cultural difference: A Cross-Disciplinary Outlook from Social Psychology to International Business," Working Papers 1508, c.MET-05 - Centro Interuniversitario di Economia Applicata alle Politiche per L'industria, lo Sviluppo locale e l'Internazionalizzazione.
    11. Murray, Janet Y. & Fu, Frank Q., 2016. "Strategic guanxi orientation: How to manage distribution channels in China?," Journal of International Management, Elsevier, vol. 22(1), pages 1-16.
    12. François Maon & Adam Lindgreen, 2015. "Reclaiming the Child Left Behind: The Case for Corporate Cultural Responsibility," Journal of Business Ethics, Springer, vol. 130(4), pages 755-766, September.
    13. Fang, Tony & Samnani, Al-Karim & Novicevic, Milorad M. & Bing, Mark N., 2013. "Liability-of-foreignness effects on job success of immigrant job seekers," Journal of World Business, Elsevier, vol. 48(1), pages 98-109.

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