Questioning paradigmatic distinctions in cross-cultural management research: On the “duality” of culture

Cross-cultural management (CCM) scholars have previously identified major paradigms guiding recent research in the field. There is still some debate as to whether these "paradigms" should be presented as mutually exclusive, in line with Thomas Kuhn's concept of paradigmatic incommensurability, or whether they can be used in a complementary fashion. By applying them to a particular type of organisation, the "European University Alliance", this article discusses to what extent four major "paradigms" (positivist, interpretivist, postmodern and critical) can be seen to provide complementary insights into organisational practices. It argues that their allegedly "paradigmatic" nature is often overstated, and instead sees them as alternative perspectives which function more cohesively than traditionally assumed. The article proposes a theoretical framework around "the duality of culture", which integrates the four perspectives within a single paradigm. This can be a way to mitigate tensions and confusion among paradigms and open new avenues for research, also favouring the development of alternative, non-Western theoretical contributions. By clarifying the relationships between paradigms, this framework facilitates critical engagement with mainstream theories, supporting more inclusive and globally relevant scholarship in CCM. This work thus contributes to the ongoing debate on paradigmatic boundaries and offers a path towards theoretical innovation in the field.