CC BY
1Training, Language and Culture
Volume 8 Issue 3, 2024, pp. 107-109
rudn.tlcjournal.org
doi: 10.22363/2521-442X-2024-8-3-107-109
Book Reviews
Key questions and inspiring answers in cross-cultural management (book review)
Original work by Christoph Barmeyer and Constanze Ruesga Rath published by Edward Elgar Publishing, 2024 Reviewed by Mai Nguyen-Phuong-Mai
Mai Nguyen-Phuong-Mai
ORCID 0000-0001-5338-5299 h [email protected] Amsterdam University of Applied Sciences, Netherlands
Article history Received May 17, 2024 | Revised July 22, 2024 | Accepted September 2, 2024 Conflicts of interest The author declared no conflicts of interest Research funding No funding was reported for this research doi 10.22363/2521-442X-2024-8-3-107-109
For citation Nguyen-Phuong-Mai, M. (2024). Key questions and inspiring answers in cross-cultural management (book review). Training, Language and Culture, 8(3), 107-109.
This is an open access article distributed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0), which allows its unrestricted use for non-commercial purposes, subject to attribution. The material can be shared/adapted for non-commercial purposes if you give appropriate credit, provide a link to the license, and indicate if changes were made.
This volume presents a significant contribution to the field of intercultural research, particularly in the context of international business relations, as it focuses on the pivotal role of female intercultural experts and scholars. Drawing upon twelve interviews with prominent female researchers, lecturers, and published authors, the book foregrounds women's valuable contributions to the advancement of intercultural understanding.
The structure of the book is divided into three sections. The first section, Introduction, outlines the concept of cross-cultural management and discusses the pioneering role of women in this area of research. The second section, Conversations, features interviews with twelve leading figures from various countries, concentrating on their experiences and perspectives. The final section, Conclusion, synthesises the key findings from these conversations.
The interviewees, many of whom may already be familiar to readers, offer profound reflections on the contributions of female academics to the study and teaching of intercultural relations and communication, as well as the challenges they have encountered in their careers.
In the concluding section, the thoughts and experiences shared by the interviewees are analysed to highlight their perspectives on several crucial issues, including (i) how they became involved in intercultural research and the impact this focus has had on their academic work, (ii) what they consider to be their most important research contributions, and (iii) key research topics and methodologies for the future, along with advice for emerging scholars in the field.
The field of Cross-Cultural Management (CCM), initially dominated by male pioneers, gradually saw an increasing participation of female scholars as the discipline evolved. Originating in the 1980s, primarily in North America, CCM has since expanded into Anglo-Saxon, Scandinavian, German-speaking, and French-speaking regions, with a presence in other countries worldwide. The first significant publication under the banner of CCM was Managing Cultural Differences by Philipp Harris and Robert Moran, released in 1979. Geert Hofstede's seminal work, Culture's Consequences, also played a crucial role in shaping the trajectory of the field. As a result, CCM developed into a mul-tidisciplinary domain, influencing research across various areas such as international business, organisational behavior, and intercultural communication.
The second part of the book is centred on interviews with twelve prominent female pioneers who have made significant contributions to CCM, many of whom have published their research within the framework of the movement. These interviews explore the motivations and experiences that guided these women in their scholarly pursuits. Many of the interviewees began their engagement with intercultural studies out of a passion for language learning, which naturally led to a deeper exploration of the cultures associated with the languages they studied. However, throughout their academic careers, many encountered challenges, such as being overlooked or unrecognised within their institutions. In some instances, they faced gender discrimination, though such occurrences are reported to be less prevalent in contemporary academic environments.
© Mai Nguyen-Phuong-Mai 2024
Licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
training, language and culture 107
Training, Language and Culture
rudn.tlcjournal.org
Volume 8 Issue 3, 2024, pp. 107-109 doi: 10.22363/2521-442X-2024-8-3-107-109
The interviews revealed three key experiences that significantly influenced these scholars' interest in intercultural research. First, learning a new language and striving to understand the native culture of its speakers. Second, the experience of traveling or living abroad, which provided firsthand insight into different belief systems, behaviours, and how the researchers themselves were perceived by individuals from diverse cultural backgrounds. Third, working abroad, such as participating in initiatives like the US Peace Corps during their university years, afforded these women opportunities to engage with different cultures professionally. Those who collaborated with Peace Corps English teachers in Western countries were particularly impressed by the teachers' dedication, professionalism, and ability to adapt to local societal norms.
In conclusion, the interviews suggest that the intercultural experiences of these twelve pioneers - whether through family background, travel, or professional work abroad - played a decisive role in their commitment to intercultural studies. This naturally led to reflections on the role of gender within the field. All twelve CCM pioneers recognised gender as a cultural construct, with one interviewee observing that gendered systems are cultural in nature, as women occupy different societal roles across various communities. Another emphasised the diversity among women and men, noting that the way in which a woman aligns herself with the societal norms of a particular culture can differ significantly from the prevailing expectations.
The authors further explore the significance of professional networks in both institutionalising a research field and supporting the careers of female pioneers. The interviewees were active members of robust networks, such as academic institutions and organisations like Cross-Cultural Management (CCM), Women in the Academy of International Business (WAIB), and Cygna, all of which facilitate formal and informal communication and collaboration among women engaged in research and education. A notable contribution of women within the academic sphere, as highlighted by many interviewees, is their role as supervisors of PhD students - a position through which they gain valuable insights. Another key avenue for fostering connections among female intercultural researchers is the International Organizations Network (ION), established by Martha Magnevski, a leading female pioneer in CCM. Magnevski also developed the MBI (Map, Bridge, Integrate) model, which serves as a framework for understanding cultural differences and managing diverse teams effectively.
From the research interviews with CCM pioneers, the authors identify several major achievements. One such achievement is advancing research on the development of intercultural competence and supporting others in cultivating these skills. Additionally, the book examines the concept of culture, which is defined through the dual lenses of efficiency and identity. Efficiency refers to the ability to interpret and navigate experiences of conflict, irritation, complementarity, and synergy when interacting with colleagues or individuals from different cultural backgrounds. It basically involves understanding the meaning
behind behaviours that may differ from one's own. Identity emphasises the importance of self-recognition and group affiliation, which are essential components of social identity.
The text also references the work of an educator who teaches students an anthropological model of culture known as HELP, which stands for Habits, Expectations, Language, and Perspectives. Habits encompass thought patterns and behaviours, while Expectations pertain to what individuals expect of themselves and others. Language includes both spoken and written communication, body language, and contextual cues that convey meaning in specific situations. Developed by Julia Gluesing, the HELP model is a valuable tool for language instruction and international business, providing a framework for understanding and adapting to differences in intercultural communication.
The authors emphasise that culture should not be viewed solely through a national lens. While nationality is an important concept, it is equally crucial to acknowledge other cultural dimensions, such as regional cultures, organisational culture, and professional culture, as well as the diversity among individuals encountered in these contexts.
Another critical aspect of intercultural relations discussed is the growing prominence of global business and the increasing prevalence of multicultural workforces within national companies. The management of multicultural teams, the understanding of colleagues' work styles, and the ability to interact effectively with business partners from different cultural backgrounds have become essential competencies in today's globalised economy. Additionally, the topic of expatriation is addressed, focusing on the challenges of living and conducting business abroad, successfully adapting to a new environment, managing personal and professional life in a foreign setting, and planning for a smooth return at the conclusion of an international assignment.
The concluding section of the book addresses the perspectives of the CCM pioneers regarding the most effective research methodologies and the future trajectory of intercultural research. The pioneers advocate for viewing the study of culture and organisations through the lens of social systems, emphasising the importance of holistic and systemic thinking. They call for an openness to interdisciplinary approaches, integrating insights from psychology, anthropology, and management studies to enrich research. Acknowledging the particularities and differences inherent in intercultural studies, they stress the need to account for the subtleties that shape values, communication styles, leadership approaches, and management strategies across different cultural and social contexts. This includes attention to social conventions such as respect, dress codes, gift-giving customs, and hospitality.
A key recommendation for educators, regardless of their cultural or gender background, is to forge strong connections between research and practical application. International experience, including studying abroad, is identified as crucial for fostering intercultural competence, as is the importance of listening to international students to better understand their perspectives and approaches.
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Key questions and inspiring answers in cross-cultural management (book review)
by Mai Nguyen-Phuong-Mai
The integration of theory and practice is repeatedly underscored by the pioneers as an essential element in both studying and teaching intercultural relations, whether within academic institutions or in business environments. Looking toward the future, one interviewee highlights the need to incorporate intercultural studies to promote mutual understanding and address challenges arising from globalisation, digitalisation, migration, sustainability, and climate change. They further emphasise the need to consider how advancements in technology, AI, and human-machine interaction impact these fields. The development of intercultural competencies will be vital for students to effectively confront these global issues. As one interviewee remarked, human-machine interaction is particularly significant in shaping the future of intercultural relations. The overarching goal, as envisioned by several leading female pioneers, is to build a global community and contribute to making the world a better place.
Moreover, the book advocates for a more elaborate understanding of intercultural studies, moving beyond the traditional view of interculturality as internationality. Instead, it calls for a focus on intersectionality, examining how different group characteristics intersect and how these groups can collaborate successfully to overcome challenges. By shifting attention to the interplay between various social, cultural, and identity factors, this approach offers a comprehensive framework for understanding intercultural interactions. As Martha Maznevski asserts, such an approach will be crucial in advancing the field and addressing the complexities of contemporary global interactions.
To summarise, this is a research project of value to all language and intercultural researchers in relation to intercultural differences and how to achieve successful adaptation and application and also in relation to the social and scientific developments to our world and how we react to them.
Mai Nguyen-Phuong-Mai
ORCID 0000-0001-5338-5299 h [email protected] Amsterdam University of Applied Sciences, Netherlands
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