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Cross-Cultural Management in Practice
Cross-Cultural
Management in
Practice
Culture and Negotiated Meanings
Edited by
Henriett Primecz
Corvinus University of Budapest, Hungary
Laurence Romani
Stockholm School of Economics, Sweden
Sonja Sackmann
University of Bw Munich, Germany
Edward Elgar
Cheltenham, UK • Northampton, MA, USA
© Henriett Primecz, Laurence Romani and Sonja Sackmann 2011
All rights reserved. No part of this publication may be reproduced, stored in

a retrieval system or transmitted in any form or by any means, electronic,
mechanical or photocopying, recording, or otherwise without the prior
permission of the publisher.
Published by
Edward Elgar Publishing Limited
The Lypiatts
15 Lansdown Road
Cheltenham
Glos GL50 2JA
UK
Edward Elgar Publishing, Inc.

William Pratt House
9 Dewey Court
Northampton
Massachusetts 01060
USA
A catalogue record for this book

is available from the British Library
Library of Congress Control Number: 2011929461
ISBN 978 1 84980 407 3 (cased)
Typeset by Cambrian Typesetters, Camberley, Surrey

Printed and bound by MPG Books Group, UK
Contents
List of contributors vii

Acknowledgements xii
Introduction xiv
1 Culture and negotiated meanings: the value of considering

meaning systems and power imbalance for cross-cultural
management 1
Laurence Romani, Sonja A. Sackmann and Henriett Primecz
2 On the road again: culturally generic spaces as coping strategies
in international consultancy 18
Sara Louise Muhr and Jeanette Lemmergaard
3 Dynamics of ethnocentrism and ethnorelativism: a case study
of Finnish-Polish collaboration 29
Sampo Tukiainen
4 Exploring the culture context of Franco-Vietnamese
development projects: using an interpretative approach to
improve the cooperation process 41
Sylvie Chevrier
5 The intercultural challenges in the transfer of codes of conduct
from the USA to Europe 53
Christoph I. Barmeyer and Eric Davoine
6 When American management system meets Tunisian culture:
the Poulina Case 64
Hèla Yousfi
7 Corporate communication across cultures: a multi-level approach 77
Lisbeth Clausen
8 Engineering culture(s) across sites: implications for
cross-cultural management of emic meanings 89
Jasmin Mahadevan
9 Negotiating meaning across borders (finally!): Western
management training in Eastern Europe 101
Snejina Michailova and Graham Hollinshead
10 Intercultural integration in Sino-Brazilian joint ventures 112
Guilherme Azevedo
v
vi Contents
11 Divorcing globalization from Orientalism: resembling economies

and global value added 125
Iris Rittenhofer
12 Culture and negotiated meaning: implications for practitioners 139
Sonja A. Sackmann, Laurence Romani and Henriett Primecz
Index 155
Contributors
Guilherme Azevedo recently completed his PhD in Strategy and Organization

at McGill University, Montreal, Canada. His research gravitates around the
concepts of globalization and culture and includes studies on international
business, organizational anthropology, anthropological perspectives of global-
ization, interpretation of cultures and business development in emerging
economies. He has taught at undergraduate and MBA programmes in Brazil
and in Canada.
Christoph Barmeyer is Professor of Intercultural Communication at the

University of Passau, Germany, and Affiliated Professor of Ecole de
Management (EM) Strasbourg/University of Strasbourg, France, at the
research centre Humans and Management in Society (EA1347). He gained a
PhD from the University of Saarbrücken, Germany. He is author of several
books and numerous articles in the field of intercultural management, interna-
tional transfer and international human resource management, with a French-
German focus. He also works as a consultant and was board member of
Society for Intercultural Education, Training and Research (SIETAR) in
Germany, a worldwide association of interculturalists.
Sylvie Chevrier is Full Professor of Management at Université d’Evry Val

d’Essonne, France, and a member of the Institut de Recherche en Gestion, the
research centre in management of the Université Paris-Est. She obtained a PhD
from the University of Quebec at Montreal, Canada, and her main research
interests focus on cross-cultural management. She conducts mainly ethno-
graphic research in cross-cultural work situations (European projects, cooper-
ation projects in developing countries, multinational companies). She has
published several books on the management of cross-cultural work teams. She
is director of a Masters degree course in International Purchases and
Distribution.
Lisbeth Clausen is Associate Professor at Copenhagen Business School,

Denmark, at the Department of Intercultural Management and
Communication and the Vice-Director of the Asian Studies Programme. She is
part of the Cultural Intelligence as a Strategic Resource Project in collabora-
vii
viii Contributors
tion with Danish multinationals. Her research focus is Japan, where she has
lived and carried out research for a decade. Her disciplines of study include
media and intercultural communication, Japanese management, business strat-
egy and corporate communication. Her book publications include Global
News Production and Intercultural Corporate Communication: Five
Corporate Cases in Japan (2007, Copenhagen Business School Press), and
she has published numerous articles in international journals and encyclopae-
dia.
Eric Davoine is Professor of Human Resource Management and Intercultural

Management at the University of Fribourg, Switzerland. He gained a PhD
from the Universities of Freiburg, Germany, and Lyon, France. He has
published several books and numerous articles in the field of international
human resource management and cross-cultural management, with a French-
German focus. He is Vice-President of the Association Francophone de
Gestion des Ressources Humanities (AGRH), the association of French-
speaking human resource management researchers.
Graham Hollinshead is Reader in International Human Resource

Management at the University of Hertfordshire Business School, UK. His
main research areas are international and comparative human resource
management, international knowledge transfer and cross-cultural management
and critical international management studies. His academic work has
appeared in Human Relations, Journal of World Business, Management
Learning and the European Journal of Education. He has acted as consultant
to the Deutsche Gesellschaft für Technische Züsammenarbeit (GTZ) and the
UN Sponsored European Center for Peace and Development (ECPD) in the
upgrading of management capacities in Serbia. He is author of various books
and book chapters, including International and Comparative Human Resource
Management (2009, McGraw-Hill).
Jeanette Lemmergaard is Associate Professor of Strategic Human Resource

Management and Internal Communication at the University of Southern
Denmark. She is best known professionally for her work on the influence of
organizational norms and values on the decision-making processes. She has
published in several international journals, including Employee Relations,
Journal of Business Ethics and Service Industries Journal. Her current
research includes dysfunctional leadership, organizational gossip and psycho-
logical work-climate. She is currently working on an edited book with Sara
Louise Muhr, Critical Perspectives on Leadership: Emotion, Toxicity, and
Dysfunction to be published in the New Horizons in Leadership series by
Edward Elgar.
Contributors ix
Jasmin Mahadevan received her Master’s Degree in Languages, Business

and Cultural Studies (Diplom-Kulturwirt) with a focus on Southeast Asia from
the University of Passau, Germany, and her Doctoral degree in Cultural
Anthropology and Intercultural Communication from the Ludwig-
Maximilians-University in Munich, Germany. She is Professor of International
and Cross-Cultural Management at the School of Engineering, Department of
Business Administration and Engineering (BAE), at Pforzheim University,
Germany, and Head of the BAE Programme International Management. She
also works as an intercultural trainer and consultant for technical companies.
Snejina Michailova is Bulgarian by nationality and holds a PhD degree from

Copenhagen Business School, Denmark. She is currently Professor of
International Business at the Department of Management and International
Business, the University of Auckland Business School, New Zealand. Her
main research areas are international management and knowledge manage-
ment. Her academic work has appeared in Academy of Management Executive,
Business Strategy Review, California Management Review, Employee
Relations, European Management Journal, Journal of Knowledge
Management, Journal of Management Studies, Journal of World Business,
International Management, Management International Review, Long Range
Planning, Management Learning, Organizational Dynamics and other jour-
nals. She has edited academic books on knowledge governance (Oxford
University Press), human resource management in Central and Eastern Europe
(Routledge) and research methodologies in non-Western contexts (Palgrave
Macmillan). She was Europe Editor of the Journal of World Business from
2001 to 2007 and is currently Associate Editor of Critical Perspectives on
International Business.
Sara Louise Muhr is a postdoctoral Researcher and Lecturer at Lund

University, Sweden, where her research focuses on critical perspectives on
managerial identity and business ethics especially in relation to issues around
the difficulties of coping with differences and expectations in modern flexible
ways of working. Following this broader aim she has worked with various
empirical settings such as management consultancy, network organizations
and IT companies where she has encountered topics such as work-life subjec-
tivity, gender issues and leadership. She has published in, among others,
Gender Work and Organization, Journal of Organizational Change
Management, Management Decision and Journal of Business Ethics, and has
recently published an edited book Ethics and Organizational Practice –
Questioning the Moral Foundations of Management with Edward Elgar.
Henriett Primecz is Associate Professor at Corvinus University of Budapest,

x Contributors
Hungary. Her main research and teaching area are cross-cultural management
and organizational theory. Henriett studied business at Janus Pannonius
University, Pécs, Hungary, at the Aarhus School of Business, Denmark, and at
WU Vienna, Austria. She studied sociology at the Central European University
in Warsaw, Poland, and spent two terms at the Judge Institute of Management
Studies in Cambridge, UK, during her doctoral research. Henriett gained her
PhD from the University of Pécs. She has been teaching Cross-Cultural
Management since 1995 in different schools and countries at different levels
(BSc, Master, Postgraduate, MBA, PhD in different programmes. Henriett has
published several papers in Hungarian and international journals, for example,
International Journal of Cross-Cultural Management, Journal of Asia
Business Studies and Organizational Research Methods. She is currently
involved in organizing a stream with Loong Wong and Bettina Gehrke for the
7th Critical Management Studies Conference with the theme of ‘Critical View
Across Cultures’.
Iris Rittenhofer is Associate Professor and head of the Cultural Research Unit
at ISEK, Aarhus School of Business and Social Sciences, Department of
Business Communication, Aarhus University, Denmark. She has been
educated at six different universities in four countries and publishes in three
languages. She has published in several international journals, among them,
Forum: Qualitative Social Research, COMPARATIV, HERMES and NORA.
Her interdisciplinary research interests bring together cultural theories, glob-
alization, market communication and intercultural communication.
Laurence Romani is Researcher at the Centre for Advanced Studies in

Leadership, Stockholm School of Economics, Sweden, where she also
defended her PhD. Her main research area is cross-cultural management that
she studies with a critical perspective. For over ten years, she has taught Cross-
Cultural Management with interpretive and critical perspectives, in different
universities across Europe. She is currently engaged in a research project on
cross-cultural management research and training. In particular, she investi-
gates the theoretical contributions that feminist organizational studies can
make to cross-cultural management research, using a bi-paradigm approach.
She is also working on the development of pedagogical tools for cross-cultural
management education. She recently published Relating to the Other (2010,
LAP Publishing) and her other publications appear, for example, in
International Journal of Cross-Cultural Management, Organizational
Research Methods and several book chapters.
Sonja A. Sackmann has a Chair in Organizational Behaviour at the University

Bw Munich, Germany, Department of Economics, Management and
Contributors xi
Organization Sciences, and is Director of the Institute Developing Viable

Organizations. Her research, teaching and consulting focus on corporate/ orga-
nizational culture, leadership, intercultural management, personal, team and
organizational development in national and multinational contexts. She has
published several books, numerous articles in reviewed journals and
contributed to handbooks and edited volumes. She taught in the Graduate
School of Management at the University of California, Los Angeles, US; St
Gallen, Switzerland; Constance, Germany; Vienna, the European Business
School (EBS), Austria; and Shanghai, China. She has held positions as Head
of Research and Development, Partner and Managing Partner at St Gallen
Managementzentrum (MZSG). She received a PhD in Management from the
Graduate School of Management at UCLA and an MS and BS in Psychology
from the University of Heidelberg, Germany. She was awarded Fulbright and
Deutscher Akademischer Austauschdienst (DAAD) Scholarships, the
Wechsler Fund Award, the Glady’s Byram Fellowship and the best paper
award from the Western Academy of Management.
Sampo Tukiainen is Project Manager and Researcher at the Aalto University

School of Economics, Finland, where he also received his PhD in 2011. His
PhD thesis focused on the constructions of Finnish cultural identity in cross-
cultural interaction, building on the experiences of project managers of large-
scale, international engineering projects. He is currently a project manager in
a large European Union--funded research project, which is focused on devel-
oping cross-cultural innovation networks. His current and future research
interests lie in applying the cultural perspective to studying project manage-
ment and start-up companies, as well as military hierarchies and leadership.
His research interests also include management consulting and mergers and
acquisitions.
Hèla Yousfi is Associate Professor in the Department of Management and

Organization at Paris Dauphine University (DRM), France. She received her
PhD from the University of Nanterre at Paris in 2006. She is specialized in the
field of sociology of organizations. She teaches graduate courses on cross-
cultural management, strategic management and organization theory. She has
conducted research and published on the topic of culture and management
practices transfer in North Africa and the Middle East, including Lebanon,
Jordan, Egypt, Tunisia, Algeria and Morocco. She is also an experienced
trainer in intercultural management. Her work has also centred around issues
such as culture, institutions and economic development, trust and cross-
cultural cooperation and culture in critical management perspectives.
Acknowledgements
We benefited from the contributions and support of a number of people and

institutions in developing and writing this book and we would like to take this
opportunity to offer our thanks.
First of all, we would like to thank the contributors’ excellent input and hard
work in this task. They follow us in our endeavour to build a coherent book
from the diverse, interesting and strong papers they first wrote. We know how
hard or even painful it is to cut a good paper into almost half. Despite this, we
asked them to do so because we believe together with the publisher that for
teaching purpose short cases are best suited. Several times this meant asking
the authors to rewrite a different summary of the empirical material and the
analysis, in addition to implications for practitioners. We are thankful for the
contributors’ willingness to receive and consider our editorial comments, for
the energy they put in the rewriting process and finalization of the chapters
into a coherent unity. Thank you.
During the process of finalizing the volume, we asked and received feed-
back from different academic audiences. First of all, the contributors to this
volume helped us to finalize the introduction, the first chapter and the closing
(12th) chapter with constructive comments and suggestions. A special thanks
goes to Guilherme Azevedo’s detailed comments. We are grateful to
colleagues who read parts of the book and contributed to the development of
the volume with their valuable comments. Thank you Anne-Marie Søderberg
for your careful reading and suggestions. Thank you András Gelei for your
insights on how to write an accessible yet accurate brief presentation of inter-
pretive research. Thank you Betina Szkudlarek for your supportive comments
and suggestions on how to better adjust the chapters to the needs of a student
audience. Jesper Blomberg, Johan Berglund, Mats Tyrstrup and Ingela Sölvell,
thank you for the inspiring comments and discussions you initiated around the
draft of Chapter 1. Thank you Sára Csillag for your enlightning comments on
structure.
We are also grateful to several institutions that supported us during the writ-
ing process. Laurence Romani was visiting researcher at the Department of
Organization and Personnel Management, Rotterdam School of Management
when the bulk of the editorial work and the draft of three chapters were done.
Thank you Slawek Magala for making this stay possible and warmly support-
xii
Acknowledgements xiii
ing the realization of this volume. Thank you Anne-Marie Søderberg for invit-
ing Laurence to the Department of Intercultural Communication and
Management, Copenhagen Business School during the finalization of Chapter
1 and the stimulating conversations that contributed to further enrich the chap-
ter. We would also like to thank Silke Agricola of the University Bw Munich
for her work regarding the layout of the chapters and identifying inconsistent
as well as missing references. This volume is part of a larger research project
on cross-cultural management research and education. Our gratitude goes to
Vetenskapsrådet, the Swedish Research Council, for its financial support of
the project called ‘The Hidden Side of Cross-Cultural Management’ (project
number 421-2009-2020). Laurence Romani would not have been able to
contribute to this volume without their support.
Introduction
This book is a collection of ten cases that deal with real life cross-cultural issues
and also discusses implications for practitioners. The cases are based on field
research revealing challenges and benefits from working across countries. In a
succinct way, they provide both illustrations and insights on how to deal with
actual cross-cultural issues. Topics cover, for example, international collabora-
tion across organizations and within multinational companies, organizational
culture in international joint ventures, as well as knowledge transfer.
WHAT ARE THE USES AND BENEFITS OF THE BOOK?

Practice-oriented studies on intercultural interactions have been repeatedly
called for, because students and practitioners often consider predefined
constructs or cultural dimensions too abstract, remote from practice, or lack-
ing recommendations for dealing with and solving intercultural conflicts and
misunderstandings (Blasco, 2009; Cant, 2004; Earley and Peterson, 2004; and
more generally Burke and Rau, 2010). Influential models such as Hofstede’s
(1980) cultural dimension framework have been developed for cultural issues
at the national level of analysis and for the purpose of comparing national
cultures. The implications of these models for interactions in practice are not
straightforward. When working together, people need to find concrete and
creative solutions that help them deal with their differences; they need to go
beyond the comparison of management practices across countries.
Consequently, this volume provides cases that show how organizational
members deal with their differences by mutually constructing their social real-
ity, thus overcoming – or augmenting – their culturally based differences. In
addition, the concluding chapter summarizes major insights from the cases and
proposes nine strategies on how to successfully handle cultural differences and
their related dynamics in practice.
WHAT ARE THE CONTRIBUTIONS OF THIS EDITED

VOLUME?
While editing this book we worked with the authors to condense their findings
xiv
Introduction xv
into accessible and readable texts for the benefit of students and practitioners
alike, without compromising on theoretical and methodological rigor.
TEN CASES SHOWING CROSS-CULTURAL

MANAGEMENT IN PRACTICE
The results are ten succinct and straight-to-the-point cases. They bridge theory
and practice, they are close to the experienced reality of people and thanks to
interpretive investigations they show how theoretical constructs apply in prac-
tice. The cases present success and failure stories in cross-cultural manage-
ment. The qualitative in-depth studies display situated knowledge along with
the participants’ own explanations and are thus a rich source of inspiration.
Although such studies are published in academic journals, an edited volume
for students and practitioners, containing rich qualitative case studies, has been
missing since Sackmann (1997).
A CONTRIBUTION TO THE THEORETICAL

FRAMEWORK OF CULTURE AND NEGOTIATED
MEANINGS
By offering a study of a German-Japanese joint venture, Brannen and Salk
(2000) contributed to confirm the idea that (organizational) culture emerges
and develops through interactions between members of different cultural
groups rather than being the juxtaposition or imposition of one culture onto the
other. The emergent culture is called a ‘negotiated culture’. In this volume, we
consider not only partners who are present and negotiating to find an agree-
ment, but also individuals and groups actively reinterpreting their environ-
ment, or aspects of this environment, and thus taking part in the very dynamics
of cultural changes.
A POWER PERSPECTIVE FOR THE STUDY OF

CROSS-CULTURAL INTERACTIONS
We argue that the power balance between interacting partners needs to be
addressed because this balance (or the lack of it) affects how culture and
cultural differences are talked about and how meanings are negotiated through
interactions. Moreover, since power is often implicitly present, participants of
intercultural interactions and researchers do not necessarily address it; instead
xvi Introduction
they try to explain misunderstandings, conflicts or smooth relations with

cultural reasons. Power discrepancies can exist between headquarters and
subsidiaries, between different professional groups in an organization, or they
can take the form of opposition between technical knowledge and client
knowledge. Openness toward others and willingness to take their view into
account will partly depend on people’s power position in the intercultural rela-
tionship.
NINE STRATEGIES FOR EFFECTIVE INTERCULTURAL

INTERACTIONS
The learning we can derive from these cases is condensed in the last chapter
of this volume into a model presenting nine strategies for effective intercul-
tural interactions. These strategies address expectations, understanding and
actions to be considered when dealing with multiple cultures in practice. The
model takes into account both the people involved in interaction and their envi-
ronment. It provides a guide in intercultural situations where negotiation of
meaning and power imbalance are part of the interaction.
OVERVIEW OF THE CHAPTERS

In the first chapter we introduce the reader to the philosophical and method-
ological background of studying culture in an interpretive way and we under-
score that this approach differs from the assumptions and knowledge
developed by the use of cultural dimension constructs. Using illustrations from
the ten case studies, we describe the theoretical framework of this volume.
First, we explicate the view that meaning is negotiated and that culture is
socially constructed and reinterpreted in interaction. Second, we present the
construct of ‘meaning system’ as an alternative to cultural dimensions, hitherto
among the few available tools to talk about cultural differences across coun-
tries. Finally, we insist on the need to consider power imbalance in cross-
cultural interactions, since it is an influential part in the negotiation of
meanings.
The first case by Sara Louise Muhr and Jeanette Lemmergaard (Chapter 2)
reports a study of an individual consultant traveling from his North-European
home to developing countries. The frequent traveler’s challenge is how to deal
with constantly changing work environments and varying cultural influences.
While constantly on the road, rarely in familiar places, he has to struggle with
solitude and constant change in addition to his work. Muhr and Lemmergaard
argue convincingly that spaces of generic culture – so-called ‘non-places’ –
Introduction xvii
provide cross-cultural workers with a sense of familiarity and identity. Airports

and airplanes can be similar all over the world, they do not impose a specific
culture, requiring little attention to read and understand the place once a
person is familiar with the generic setting. It is these non-places that cross-
cultural workers can use to cope with working across multiple cultures.
In Chapter 3, Sampo Tukiainen presents collaboration between a Finnish
parent company and a Polish subsidiary in two large infrastructural projects.
The case offers a report of a successful earlier collaboration and investigates
how it is possible that conflicts emerged in a second project involving the same
group of people. It reveals that beyond cultural differences, individual and orga-
nizational strategic interests collided. The Finnish headquarters brought the
technical know-how to the Polish partner who actually had an advantage in
local market knowledge, managers had divergent agendas and both organiza-
tions wanted to lead the project. This case underscores the problematics related
to the possibilities for automatically extending prior success to future collabo-
ration. It is also an example of collaboration between members of a Western
country and a post-socialist one after the economic and political transition.
The case in Chapter 4 deals with collaboration between French and
Vietnamese partners in the context of a non-governmental organization
(NGO). Employees from both countries work together on development
projects, such as services to farmers, reducing malnutrition and micro-finance.
Sylvie Chevrier describes the possibilities of smooth cooperation, although the
partners had very different views, for instance, on individual autonomy,
empowerment and work ethics. French workers assumed that close supervi-
sion was a sign of lack of trust; this is why they gave autonomy and expected
initiative from their Vietnamese colleagues. In contrast, their colleagues found
them distant, offering little support and exchange on details of the project. At
the same time, the Vietnamese were seen by their French partners as incoher-
ent when they were respectful of the social rules of their communities. The
author shows that divergences in sense-making systems are at the root of the
misunderstandings and she explains how to reach a position that values and
builds on this cultural diversity.
The case by Christoph Barmeyer and Eric Davoine (Chapter 5) explores the
transfer of codes of conduct from the American headquarters to French and
German subsidiaries. The authors underscore that it is not only cultural differ-
ences and legal frameworks that influence the interpretation and thus the adop-
tion of the code; they also show that other issues need to be considered such
as the kind of relationship between headquarters and subsidiaries, or the pres-
ence and intent of active unions. They reveal that despite the successful diffu-
sion and official adoption of the code, the code has a different ethical and legal
value in France and Germany, or none at all, because adaptations to local legal
frameworks were not made.
xviii Introduction
In Chapter 6, Hèla Yousfi addresses the tension between diffusion of

universal management systems, or best practices, and the need for local adap-
tations. The case presents a successful introduction of ‘American’ management
techniques in a Tunisian company. On closer examination the interviews show,
however, that the very success of the introduction of these techniques
depended on their reinterpretation in terms of a ‘Tunisian’ sense-making
system. The author highlights that the techniques used were able to meet
locally defined expectations of ‘good management’ and to overcome deficien-
cies in certain local business practices. The case illustrates the potential impli-
cations of globalization, as well as the importance of local culture and the
adaptation of global methods to a local context.
Another success story is the interaction between a Danish company and its
Japanese subsidiary after fundamental changes in the company’s market strat-
egy (Chapter 7). Lisbeth Clausen analyses the collaboration through the lens
of communication and shows the different levels of communication between
the parties involved. She reveals the negotiations taking place between the
headquarters and the subsidiary, and the various levels of culture (national,
professional and so on) that influence their interaction. This case also points to
societal trends in Japan and to the important role played by bicultural persons
who can act as translators between people from both cultures.
The case by Jasmin Mahadevan in Chapter 8 shows that cross-cultural work
is not only happening at the national level and that the cultural boundaries that
one needs to bridge are also changing. The case deals with collaboration
between German and Indian engineers who apparently denied and minimalized
their national cultural differences, and stressed in contrast their shared profes-
sional culture. The author opens our eyes to the cultural dynamics that come
into play at different levels: the national (Indian versus German) and the profes-
sional level (engineers versus managers and human resources professionals).
She also reveals that these boundaries are changing depending on the context.
For example, she shows how in a period of uncertainties, German engineers
could change their discourse and present Indian engineers as being very differ-
ent and becoming a threat for the future of engineers in the German sites.
Chapter 9 relates to a project directed to Eastern Europe in the early 1990s,
just after the political and economic transitions. Bulgaria was supported by
Western European states as the beneficiary of a program providing manage-
ment education. Snejina Michaliova and Graham Hollinshead show that the
very first part of the project was a sort of blind drive: the educator had neither
information of the knowledge that was needed or the knowledge that partici-
pants already had, nor did they have any local knowledge. The case addresses
fundamental issues linked to knowledge transfer and reveals how the project
gradually changed the form of knowledge that was transmitted to become
more successful.
Introduction xix
In Chapter 10, Guilherme Azevedo reports of two joint ventures between

Chinese and Brazilian organizations. He shows that intercultural cooperation
is feasible despite large cultural differences (China and Brazil can be seen as
cultural antipodes). Based on ethnographic observation, the author suggests
that effective cooperation can be built upon the construction of a sense of prox-
imity and through micro-dynamics of integration. Although the informants
acknowledge that interactions between people with such different cultural
backgrounds may not always be easy, they indicate that good intentions and
the dynamics of their concrete actions can eventually lead to fruitful coopera-
tion and a successful joint venture.
Chapter 11 offers an analysis of ‘globalization’ in corporate language use,
denoting ways of thinking and perceiving the transforming relations between
home and foreign markets. Iris Rittenhofer explores shared cultural patterns of
perceptions and meaning production through two cases: the visualization of a
global company and the discourse of an expert advising how to prepare for
global markets. Unraveling these perceptions of globalization, she shows
implications for strategy development processes: the way organizations see (or
imagine) foreign markets will impact their globalization process.
In the closing Chapter 12 we summarize the managerial and practical impli-
cations of the ten cases and propose nine strategies for dealing with inter- and
cross-cultural differences at work. These include expecting differences rather
than similarities when different cultures are involved and we stress that
cultural frames that are in a given context need to be identified and understood
from the perspective of the native participants. Acting as an interpreter and
translator of meaning may foster mutual understanding and such practice may
be aided by identifying and building on common grounds. Respect for others
is important while refraining from judgment, appreciating existing differences
and learning from them add value to cross-cultural work. At the same time a
common vision, purpose or goal will help overcome cultural differences while
working toward that shared goal. Next to these strategies it is also important to
be aware of the larger context in which interactions take place.
HOW DID THIS BOOK COME TO BE?

The three editors are themselves boundary spanners between different acade-
mic domains and divergent cultures. Familiar with both the fields of organiza-
tion studies and international management, we could see similarities and
points of contact between these two academic fields. One important link is the
study of the interconnection of culture and management. This topic has been
well researched both in the positivist paradigm with cultural dimension frame-
works, and in the interpretive paradigm with intercultural interaction studies.
xx Introduction
Yet, few cross-references exist and consequently very limited cross-

fertilization between these two streams of research. Our object became to
raise the awareness of the importance and value of different paradigms
among researchers working with culture and management, by revealing how
many different streams and research traditions currently exist (see Primecz
et al., 2009). Together with Katalin Topçu, we organized a track at the
European Group for Organizational Studies annual conference in Vienna
(EGOS 2007) that led later to a call for papers for the special issue of the
International Journal of Cross-Cultural Management (issue 3, volume 9,
2009). In both instances, we received a large number of submissions, most
of them submitted by interpretive researchers. This is when our idea of an
edited volume started. We wanted to promote the visibility of interpretive
research in cross-cultural management and provide hands-on, applied cases
and illustrations of cross-cultural management that could be used for teach-
ing purposes. We actively worked on completing the range of studies repre-
sented in this volume to include cases related to various geographical
locations (North and South America, Europe, Africa and Asia) and treated by
researchers of various origin (Europe, South America and Africa) and inter-
pretive research traditions.
Our professional training, teaching, research and consulting experiences
have influenced this volume in many ways, starting from the various networks
in which we diffused the call for papers, to the goal we had of including cases
linked to rarely covered geographical areas (such as Eastern Europe or North
Africa). We hope that our edited volume will not only provide exciting read-
ing but also become a useful resource for practitioners, students of cross-
cultural management, and colleagues alike.
REFERENCES
Blasco, M. (2009) ‘Cultural pragmatists? Student perspectives on learning culture at a
business school’, Academy of Management Learning & Education, 8(2), 174–87.
Brannen, M.Y. and J. Salk (2000), ‘Partnering across borders: negotiating organiza-
tional culture in a German-Japanese joint venture’, Human Relations, 52(4),
451–87.
Burke, L.A. and B. Rau (2010), ‘The research-teaching gap in management’, Academy
of Management Learning and Education, 9(1), 132–43
Cant, A.G. (2004), ‘Internationalizing the business curriculum: developing intercultural
competence’. Journal of American Academy of Business, 9, 177–82.
Earley, P.C., and R.S. Peterson (2004), ‘The elusive cultural chameleon: cultural intel-
ligence as a new approach to intercultural training for the global manager’.
Academy of Management Learning and Education, 3, 100–15.
Hofstede, G. (1980), Culture’s Consequences: International Differences in Work-
Related Values, Beverly Hills, CA: Sage.
Introduction xxi
Romani, L. (2010), Relating to the Other. Paradigm Interplay for Cross-Cultural

Management Research (2nd edn), Saarbrücken, Germany: LAP Publishing.
Sackmann, S.A. (ed.) (1997), Cultural Complexity in Organizations: Inherent
Contrasts and Contadictions, Newbury Park, CA: Sage.
1. Culture and negotiated meanings: the
value of considering meaning systems
and power imbalance for cross-cultural
management
Laurence Romani,* Sonja A. Sackmann and
Henriett Primecz
What can we expect when a Brazilian and a Chinese company decide to form
a strategic alliance and, for the first time in their corporate history, develop a
joint-venture project? We imagine significant cultural differences, potential
clashes due to their dissimilar national and organizational cultures, and the risk
of a premature termination of the venture (based on, for example, Hofstede,
2001; Barkema and Vermeulen, 1997). Similarly, when a German organization
transfers some of its technical operations to India, we understand that the
personnel department in Germany would argue in support of cross-cultural
management training for the engineers who would be working most closely
with their counterparts in India. In addition, when we learn of the success of a
project between the headquarters in Finland and its subsidiary in Poland, we
expect their second collaboration also to run smoothly. The case studies
included in this edited volume will demonstrate that, in practice, these expec-
tations may be misleading.
BEYOND CULTURAL DIMENSIONS

These expectations may be misleading because they are based upon assump-
tions and knowledge that do not apply in the respective situations. These
expectations rest quite frequently upon the notion of culture that has been
developed in the international management literature. For example, they
suggest that North Americans are individualistic and Chinese are collectivis-
tic, that culture can be measured, and that it has an impact upon human behav-
iour in predictable ways. This abundant literature on cross-cultural dimension
frameworks (see Nardon and Steers, 2009 for a review) has revealed the influ-
ence of culture on management (see Kirkman et al., 2006). The literature also
1
2 Cross-cultural management in practice
shows the differences in practices and preferences between countries on a

national level of analysis, as well as how its instruments enable comparisons
between countries. In brief, cultural dimension frameworks (such as Hofstede,
1980, 2001; House et al., 2004, Trompenaars, 1993; Schwartz, 1994) aim to
compare national cultural differences on a general level; however, they cannot
adequately predict or explicate what happens when people actually meet and
interact with each other.
In this volume, you will find the case of successful intercultural integration
in two Sino-Brazilian joint ventures. It underlines the fact that, depending
upon the situation and one’s specific agenda, people may or not wish to
emphasize cultural differences. This implies that knowing about cultural
differences (such as the ones depicted in the cultural dimension constructs)
does not suffice in predicting and managing cultural clashes or the lack
thereof. Another case shows that German engineers resisted cross-cultural
management training because they identified with Indian engineers. They saw
them as fellow engineers and colleagues, and did not see a need for explicitly
addressing cultural differences between the two countries. We learn in another
case that, despite the similarities in partners and projects, a successful inter-
cultural collaboration is no guarantee of future success. This chapter (among
others in this volume) also reveals that when people talk about cultural differ-
ences they do not necessarily mean the differences as suggested in cultural
dimension constructs; they imply and express power inequalities instead.
A FOCUS UPON INTERACTION RATHER THAN

COMPARISON
Cultural dimension constructs are used foremost for comparisons. They
inform us about an average behaviour or preference in a given country;
however, they are limited, if not misleading, when used to explicate interac-
tions. When employees of Chinese and Brazilian companies begin working
together, they are not ‘comparing’ themselves with each other; they are inter-
acting with each other and trying to solve the issues at hand. Although they
are, indeed, influenced by their cultural background(s), individuals do not
mechanistically enact their country’s culture scores upon researched cultural
dimensions. So what do they do? We shall demonstrate that they negotiate.
By introducing the notion of culture and negotiated meanings, and using
examples taken from previous research and the ten case studies, this chapter
provides the theoretical framework for the volume. We first explain that our
approach is interpretive, and focuses upon interactions; this means that it
builds upon very different assumptions and research methods than the cultural
dimension literature. In our approach, cultural differences between countries
Culture and negotiated meanings 3
are explained by the construct of meaning systems. Since we focus upon inter-
actions, we argue that power issues need to be considered in order to under-
stand cross-cultural management in practice.
THE ADVANTAGE OF USING AN INTERPRETIVE

APPROACH
There are many advantages of using an interpretive approach to cross-cultural
management: for example, a focus upon interactions and, thus, actual inter-
personal management practices (a level of analysis that is closer to our expe-
rienced reality rather than a mean for a nation) and investigation methods
accessible to individual managers. We shall further address this latter point
below.
Consider, for example, an international business negotiation meeting.
Using a questionnaire and video recording, we can collect a large amount of
data that reveals information about the purpose of the meeting, the place, the
profiles of the persons in interaction, as well as specifics about verbal and non-
verbal interactions. This is very rich and valuable information; however, if we
also consider meanings attached to this meeting, we gain a very different
picture. For example: what did a negotiation meeting mean for the different
partners? Was the meeting equally important to all the persons in interactions?
Were there previous meetings and how did the participants experience those?
What is associated with the meeting location: did the meeting take place on
neutral ground? How do the participants relate the arguments advanced by the
other party, and what were the consequences? This example points to the
advantage of adding the investigation of meanings to the study of human inter-
actions since they are both tangible and critical parts of their actions. This
highlights the influence of the context upon the interaction, the significance of
the interaction, the potential power struggles and many other aspects that
participate directly or indirectly to what is happening at the meeting.
A questionnaire is a powerful research tool; however, it is made of pre-
defined questions and builds upon categories that do not necessarily fit with
the respondents’ points of view. Value surveys are also compelling means of
investigation, yet they cannot tell us how people actually enact these values in,
for example, an intercultural interaction. Conversely, participant observation
and interviews allow us to come closer to what people do and how they think
in practice. Human beings constantly interpret what is going on around them;
they use meanings to make sense of what they are experiencing, and their
current and future actions are based upon these interpretations. Therefore, it is
essential to understand the meanings with which people associate what they
do, the situation in which they find themselves, and the way in which their
partner acts and reacts to what it is that they are doing. Accessing these mean-
ings requires investigating how people make sense of what is going on around
them, and requires an interpretive approach.
INTERPRETIVE CROSS-CULTURAL MANAGEMENT

RESEARCH IN A NUTSHELL
Interpretive research is rich in diverse streams and methods (see Alvesson and
Sköldberg, 2000; Guba and Lincoln, 2005; Hatch and Yanow, 2003) that
cannot be addressed in this brief introduction. We choose to focus upon defin-
ing characteristics of interpretive cross-cultural management research, espe-
cially those in contrast to cultural dimension constructs.
Unravelling and Understanding the Actors’ Perspectives
The centre of the analysis in interpretive studies is people embedded in their

socio-cultural reality: their experience, their ways of thinking, their sense-
making and how they talk about it – that is, their lifeworld1. Researchers
endeavour to see the world through the eyes of the people whom they are
investigating, grasping the rational of their actions and making sense of them
(as in Verstehen2). They aim to comprehend the insider’s view, since this view
is indicative of the socio-cultural reality of the person and, thus, of the society
in which she lives. One consequence of this is that researchers are not
concerned about whether the sense given by the person(s) is either the right or
the best one. The aim is not to reach an external and generalizable knowledge;
rather, it is to unravel and understand the world from the perspective of the
acting persons, situated in their own local context and, therefore, understand-
ing the society in which they live.
As an example, a multinational company had tried repeatedly to implement
Total Quality Management (TQM) in its Moroccan subsidiary when it
suddenly worked in a very successful way. The investigation by d’Iribarne
(2002) reveals that this change was triggered by the employees’ new interpre-
tation of the TQM principles. Was it the ‘correct’ interpretation, in line with
the context in which it had been developed in Japan? The answer is not at all;
however, the implementation of TQM was no less successful. The employees’
new interpretation referred to the ‘Zaouia’ (a pre-Islamic form of community),
which stands for a community with a strong (exemplary) leader and moral
principles. This happened when a new chief executive officer (CEO) person-
ally and rigorously applied the TQM principles and when a parallel was drawn
during corporate training between TQM principles and precepts of the Qu’ran.
This combination of an exemplary leader (new CEO), moral guidance (TQM
and Qu’ran principles) with a community (the organization) resulted in

employees using the metaphor of the Zaouia and successfully adopting and
implementing TQM.
Interpretive researchers do not test a theory or a model with hypotheses that
either will or will not be supported. Instead, the definition of the investigated
problem, and the relevant constructs and meanings emerge: the interpretive
researchers progressively understand and develop them. Researchers who
were investigating the adoption of TQM in this Moroccan organization did not
know in advance about the implicit use of the metaphor of the Zaouia. By care-
fully listening and analysing the way employees were talking, researchers
progressively came to this explanation.
The outcome of interpretive works can be seen as transferable (Guba and
Lincoln, 2005) rather than generalizable. The adoption of TQM principles
across the world is not linked to the Zaouia; this result is not generalizable.
However, the revealed adoption process is transferable: employees are more
likely to adopt TQM when its principles and implementation can be inter-
preted and understood in a culturally meaningful way. The case by Hèla Yousfi
presented in Chapter 6 underlines the same process: ‘foreign’ management
practices are successfully implemented when employees can (re)interpret
them in a (culturally) meaningful way (see also the work by Brannen, 2004 on
recontextualization).
Meanings are Dynamic and Emerge in Context
The meanings people give to a situation are socially constructed and depend
upon the context. Irrmann (2008) gives the example of a failed negotiation
between Finnish and French interlocutors, even though all premises for
success were present. The French seller confronted by the silence of the
Finnish client interpreted it as an act of suspicion and hesitation. The French
seller tried harder to convince the Finnish client who, in turn, interpreted this
very act in a negative way. In fact, silence in itself does not mean anything: the
sense – or meaning – of silence is socially constructed. It means what we have
learned to associate it with, and the sense that people in an interaction tend to
give to it. Irrmann argues that it is a common communication pattern in
Finland to remain silent for some time in order to show consideration for what
has been said, thereby, showing interest. He points out that another pattern
tends to prevail among French interlocutors: interruption, instead of silence,
indicates interest. The interpretation of an action or a situation is partly linked
to the socially constructed meanings attached to it and partly to individual
meanings: the meanings we give from our personal life experience and iden-
tity. Individual meanings develop over time: through socialization in various
settings and groups (such as a family, gender, religion, town, nationality,
profession and so on). Meanings that develop in an interaction are, thus,

embedded in their context (social and personal); they are socially constructed.
The context of the interaction is meaningful, as is the way in which intervie-
wees tell their story. In the study of expatriate tales about cultural encounters,
Gertsen and Søderberg (2010) show how narrating – telling the story of a partic-
ular event – is not neutral. This is a social act, a retrospective interpretation, which
often takes part in identity construction (see also Søderberg, 2006). Sara Louise
Muhr and Jeanette Lemmergaard use this approach as an example (see Chapter
2). The stories of an international consultant reveal how he copes with being an
outsider and insider simultaneously. He uses ‘non-places’ (airport lounges, inter-
national hotel rooms, in other words, impersonal spaces) to preserve his identity.
The narration of his assignments is not a neutral descriptive story; it is also a story
structured around – and influenced by – his use of space (culturally embedded
and non-places) and his identity issues. In sum, researchers need to consider the
context of the interview, the way in which the story is told, who is the storyteller
and in which context the story told has taken place. Therefore, there are always
multiple ‘contexts’ to be considered and they are all parts of meanings.
Interpretive studies pay attention to processes because interactions are
dynamic. The way in which people make sense of what is happening is
dynamic; the context may be changing and former interactions influence the
new ones. For example, Snejina Michailova and Graham Hollinshead show us
in Chapter 9 that the content of management training delivered in Bulgaria
after the fall of the Berlin wall changed subsequently from a perspective of
simple knowledge transfer from Western Europe to Eastern Europe to a much
stronger involvement of local meanings. Meanings such as good management
and entrepreneurship are not transmitted; rather, they are (re)created and nego-
tiated. Meanings are always in a process of becoming since they depend
strongly upon the context of the exchange. For example, entrepreneurship in
Eastern Europe in the 1990s did not mean the same as it did in Western
Europe; it most certainly did not have the same positive connotations. Trainers
needed to adapt to the local context, and to the local reality of the trainees.
Trainers and trainees developed the forms of knowledge that were transmitted.
In sum, interactions are a dynamic process, leading to a change in sense-
making and meanings throughout this process.
In Dialogue
Meanings cannot be collected by controlled observation of behaviour (such as

in a laboratory), nor can they be collected by large-scale questionnaire studies:
they emerge in dialogue. Researchers need to ask people, learn to understand
the words they use and the meanings attached to them in the specific contexts
of the interaction, observe how the subjects utilize or organize their environ-
ment and so on. This implies that interpretive studies apply predominantly
qualitative methods (such as interviews, participant observations, text analysis
and narrative analyses3). Since meanings are not directly accessible, it is
through a dialogue with expression that we can reach them that is to say,
words, images, organization of space, time or discourse. In a text, meanings
are implicit and the researcher needs to progressively bring underlying mean-
ings systems to the forefront. This can be done in a dialogue, including the
contexts and the text. The researcher asks questions and searches for answers,
taking into consideration the contexts in which the text has been developed as
we have shown in the previous section. Researchers gain a preliminary under-
standing in this interaction with the text and continue their dialogue until they
have reached interpretations (Alvesson and Sköldberg, 2000, p. 62) that are
found to be relevant and convincing to interviewees or other researchers.
In Chapter 10, for example, Guilherme Azevedo wants to understand the
successful cultural integration of Sino-Brazilian organizations. A preliminary
question is: why did cultural integration happen in their case when it did not in
so many other collaborations? A causality expressed by the Chinese intervie-
wees is: ‘working with Brazilians is easier … because we treat each other as
being on the same level’. The interpretive analysis predominantly searches for
patterns rather than causality and explanation (Alvesson and Sköldberg, 2000,
p. 61). Consequently, the researcher does not stop at the interviewees’ explana-
tion of causality, but searches for similar ways in which interviewees organize
their respective narratives. Guilherme Azevedo demonstrates that the members
of the international joint venture develop shared meanings that Chinese and
Brazilians are closer to each other than one might usually expect. This pattern
appears repeatedly in the observation notes and transcriptions of the interviews.
But how does this sense of proximity contribute to the cultural integration? By
continuously interrogating the text and its context of production, Guilherme
Azevedo shows that this sense of proximity supports the micro-dynamics of
integration, thus, the actual cultural integration of the organization.
Since ‘texts’ are, for example, the transcriptions of interviews and notes on
what one has observed in the field or on what informants have said in informal
conversations, this method is very accessible to practitioners in contrast to
large databases. In their interactions with colleagues or clients, practitioners
can develop the technique of dialoguing with this ‘text’, by carefully listening
to what people are saying, posing questions and observing what people actu-
ally do. They need to go beyond the spoken words and search for patterns. For
example, Romani (2010) shows that Japanese interviewees repeatedly say that
their Swedish superiors are being nice. This is a pattern. Questioning this
pattern requires asking what the interviewees actually mean by the word ‘nice’
during, for example, a lunch conversation. A second pattern then emerges: a
‘nice’ supervisor is contrasted with a ‘directive’ one. The next step is then to
ask the interviewees (and their ‘text’) what they mean by ‘directive’. Moving
from one pattern to the next, a clearer picture progressively emerges inform-
ing us about the Japanese interviewees’ views on leadership.
Reflexivity
Reflexivity is used by interpretive researchers to investigate how their text

(data) has been collected and analysed. They systematically think about the
conditions of their research during the investigation, their choice of theory, the
way in which they use theory and their analyses. In brief, they critically and
consciously reflect upon every aspect that is part of their research, which influ-
ences their analyses and the conclusions they reach. In order for their conclu-
sions to be accepted as relevant, researchers need to show this reflexivity to the
same extent as statisticians need to detail their analyses. Reflexivity is a key
aspect in the development of interpretive analysis; it is a necessary condition
for validity and reliability.
In order for managers to better understand meanings while conversing with
their employees in a corporate environment, it is also important to perform this
reflexivity. Under what conditions did the conversation take place? Could the
person talk freely or did the hierarchical difference impede what was said?
What was surprising or touching during the interview? Why did I draw this
conclusion after the interview? Do other colleagues share my opinion? These
are some of the questions that can help you begin a reflective process.
In this succinct presentation of the interpretation of texts and the search for
meanings, we have underlined a number of aspects, such as the centrality of
the lived experience, the meanings attached to it, the importance of contexts,
the necessity to search for patterns in texts and researchers’ reflexivity. These
are central aspects of interpretive research, such as those presented in the
following case studies. The theoretical framework of culture and negotiated
meanings is yet another.
CULTURE AND NEGOTIATED MEANINGS

The study of interactions between different cultures in management studies
encouraged a view on culture as being dynamic. For example, with the nego-
tiated culture approach.
The Negotiated Culture Approach
Inspired by the concept of negotiated order (see Strauss, 1978), the negotiated
culture approach posits ‘patterns of meanings and agency in the organization
arise from the interactions and negotiations of its members’ (Brannen and
Salk, 2000, p. 456). Brannen and Salk (2000) show that members of a
German-Japanese joint venture had to face different problems contingent to
the various phases of the development of production. Some differences in
(national or organizational) cultural practices (that is to say, forms of decision
making and locus of responsibility) resulted in the crystallization of issues.
These issues led to the development of negotiated solutions and, consequently,
the development of a specific organizational culture. In brief, they show that
organizational culture development is foremost linked to salient issues and
their resolution rather than the cultural (national) profile of those (people or
organizations) involved in the interaction.
By studying a Danish-Japanese collaboration and addressing the organiza-
tional culture and communication level, Clausen (2007) provides another illus-
tration of the negotiated culture perspective. She shows how the terms of the
collaboration are negotiated as a function of external constraints and emerging
issues linked, for example, to entry barrier, distribution and global brand strat-
egy. The organizational culture that emerges contains aspects of both partners
(Danish headquarters and Japanese alliance partner) and, depending upon the
negotiated solutions that were found, idiosyncratic new ones as well. In this
volume, Lisbeth Clausen pursues another study on corporate communication
between Danish and Japanese partners. She shows (see Chapter 7) how vari-
ous levels of culture can influence the communication process and participate
in the emergence of practices through ongoing communication.
Different Forms of Negotiation: Conversation and Reinterpretation
The cases illustrate in this volume several forms of negotiations that lead to
the emergence of corporate practices of negotiated culture and intercultural
management practices. For example, negotiations take place between orga-
nizations, headquarters and subsidiaries, professional groups and individu-
als. They can touch upon knowledge or technology transfer, strategy and
communication, and corporate social responsibility. Three chapters address
intercultural issues and how culture develops with negotiated meanings in a
way that is different from a direct negotiation between present business part-
ners. Chapter 6 reveals how foreign management practices are reinterpreted
in a Tunisian organization, leading to change and new meaning associations.
This form of reinterpretation is also addressed in Chapter 5. Chapter 2 shows
that the negotiation can take place between a single individual and her envi-
ronment, with the case of an international consultant who gives a very
private meaning to non-places. Chapter 11 reveals that, with the absence of
a negotiation partner, meanings are neither developed nor changed and
become disconnected from reality. This shows that Western meanings about
the ‘non-Western’ are reproduced in a way that no longer matches the contem-
porary, complex and multidirectional business reality. They are lacking a rein-
terpretation.
MEANING SYSTEMS
Since a nation is so diverse that it seems impossible that people may share
similar meanings through their diversity (location, religion, age, social group,
political affiliation, ethnic group, family status and so on), many interpretive
researchers feel reluctant to consider that meanings or sense-making can be
linked to the population of a country. However, we know from our experience
that similarities do exist between people who grew up in the same country.
Currently, the cultural dimension frameworks are useful constructs to point out
these similarities. We also know as we demonstrate in the following cases that
cultural dimensions are ill-suited for explaining situations of interpersonal
interactions (see also Brannen and Salk, 2000; McSweeney, 2009). A few
chapters in this volume build upon a stream of research that d’Iribarne (1989)
initiated and which uses the alternative notion of meaning systems4.
Meaning Systems Rather than ‘Shared Meanings’
Consider, for example, the following statement: ‘Robin Jonsson is competent’.

What does competent mean for you? Could it mean that this person possesses
the skills to do her job properly: that she is capable and qualified? Could it also
mean that you believe this person knows the requirements of the job and can
act autonomously? And does it also mean that you will trust this person’s
analysis of a professional situation and allow her to bypass procedures if she
deems it appropriate? Sylvie Chevrier reveals in Chapter 4 the interrelated
meanings encompassed in the notion of ‘competence’, which the French aid
workers use in their interactions: the ideas of being capable and qualified, the
notion of autonomy, responsibility and awareness of the demands of the job,
and a certain degree of granted freedom to interpret rules – not to bend rules,
but to interpret them. (This means knowing how and when to best apply them.)
All meanings are interlinked with the notion of competence: they form a
meaning system.
The meaning system used by the French aid workers echoes the way other
French people make sense of competence in a work environment (see
Chevrier, 2003; d’Iribarne, 1989, 2006). When similar meaning systems are
found across professions, industries, and generations within the same country,
we can talk about a (socio-) cultural meaning system. This meaning system
has been acquired and is present in the French cultural background. For
example, this meaning system may be present in the way the national educa-
tional system values competence. This may be displayed in various novels and
theatrical plays; it may be an organizing principle in professional trainings; it
may even be at the centre of debates in professional organizations and so on.
Does this mean that all French share this meaning system around the notion
of competence? Not exactly. This meaning system is probably known to most
people socialized with a French cultural background. However, they may
disapprove of it and, for example, think that competence and autonomy should
not be linked with each other. However, they tend to refer to similar items
when discussing competence (that is to say, either supporting or not support-
ing their association with the idea of competence). In other words, people may
have different opinions; however, patterns in the expression of these opinions
tend to present striking similarities within national contexts (Chevrier, 2009;
d’Iribarne, 2006, 2009). In sum, meaning systems are an articulation of mean-
ings: not shared meanings and certainly not a shared opinion. This stands in
clear contrast to previous interpretive studies that have defined and investi-
gated culture as shared meanings, inspired by the works of Geertz (1973) or
Berger and Luckmann (1966), for example.
Meaning Systems Help Understand the Role of Culture
Meaning systems can be used to grasp fragments of the culture that members
of a group have in common or are developing. Meaning systems are only frag-
ments; they can only reflect a limited cultural aspect, such as a notion or a
concept. However, these aspects can have important implications in a given
environment. Consider, for example, the importance of the notion of freedom
in contemporary America and its implications for both internal and foreign
policies. Similarly, the North American notion of ethics is such that an orga-
nization can be perceived as an ethical actor, whereas it is not in other national
contexts. This leads to interesting situations when the headquarters of North
American companies want to transfer their ‘codes of conduct’ – to Europe, for
example (see Chapter 5 by Christoph Barmeyer and Eric Davoine).
Meaning systems do not have the ambition of explicating a culture, as
though culture were something stable and monolithic. Conversely, meaning
systems reveal how a group of people use interconnected meanings to make
sense of past, present or future situations and how they themselves transform
the meaning systems they use. For example, Hèla Yousfi claims in Chapter 6
that the metaphor of a family is frequently used in Tunisian organizations,
which leads to potential ‘dysfunctions’ (for example, the absence of explicit
rules or favouritism). She demonstrates in her case study of an exceptional
Tunisian organization that the family metaphor is also used; however, it is
employed with a twist: written rules. The introduction of an ‘American’
management model (that is to say, performance assessment and job descrip-

tion) did not replace the metaphor of the family. Rather, it consolidated it
because it could control its dysfunctions. This meaning system connecting an
organization and a family is flexible: it can encompass new meanings, rein-
force others and keep its role of sense-making for the employees in the orga-
nization.
Knowing which meaning system is used enables us to better understand
how people analyse situations, which helps us to work together effectively (see
especially Chapter 4). In sum, meaning systems are well matched for the study
of interaction; they offer an analysis on the level of interpersonal interaction –
the level on which we experience them. They also show the dynamic and
changing aspect of cultures.
INTERCULTURAL INTERACTIONS AND POWER ISSUES

With this volume and the cases it presents, we want to stress that we need to
address the power balance between the partners in interaction since it affects
the way culture and cultural differences are discussed and how meanings are
negotiated in interactions.
Talking about Culture (and What it Can Mean)
Studies conducted from an interpretive cross-cultural management perspective

have revealed that talking about cultural differences can mean different things
to different people (see, for example, Barinaga, 2007; Søderberg and Vaara,
2003; Vaara et al., 2003). This can come in a variety of ways: the depiction of
experienced differences as much as a constructed story; a way to organize or
separate employees; or as an ‘excuse’ for explaining a current situation.
For example, Riad (2005) and Vaara (2002) show that organizational or
national culture differences can be a narrative construction – a story – to
explain the success or the failure of mergers and acquisitions. Common in
connection to unsuccessful mergers are such elements as talking about cultural
differences, cultural distance, cultural incompatibility or the like. This is a
convenient way to silence other analyses that could reveal different issues
(such as a poorly prepared merger).
In some cases, people tend to contradict the cultural dimension scores for
their country or the one they are describing when they talk about culture and
cultural differences. How is this possible? It may be due to local idiosyncrasies
or, as Ybema and Byun (2009) argue, talking about cultural differences may
also be a way to render the other ‘different’, especially if they are in another
hierarchical position. These boundaries (that is to say, between ‘The Dutch’
and ‘The Japanese’) separate employees and perpetuate the reproduction of

power and status inequalities in organizations. The authors show that the
discourse on culture that employees have held is constructed and mobilized in
connection to power inequalities (see also Cohen and El-Sawad, 2007).
Tienari et al. (2005) give a similar example of the association of ‘cultural
differences’ or different nationalities with a situation of inequality. The authors
wonder about the lack of females in top management positions at a large
Nordic bank; they reveal how the (male) managers in a dominant position use
culture and national differences in a discourse that excludes females. Their
respective national identities are expressed in a way that distances gender: a
focus on females appears irrelevant or out of place, thus implicitly supporting
the fact that women are absent from top management positions.
In sum, when interviewees bring cultural differences to the forefront –
either by supporting or denying cultural differences – it may indicate an issue
of power that will influence the intercultural interaction.
Power (Im)balance in Intercultural Interaction
Interviewees argue in this volume that cultural differences are problematic (see
Chapters 4, 5 and 8). Interestingly, the ones who talk about cultural differences
appear to be those who need to adapt to the situation. In contrast, other actors
present cultural differences as being almost irrelevant (in Chapters 2, 3 and 8).
Conversely, those who have this discourse in these cases are the ones who
seem to hold positions of power. Additionally, a third configuration appears:
the discourse on cultural similarities or the need for cultural adjustment
(Chapters 4, 6, 7, 9 and 10). These are the cases when collaboration goes well
and is creative: where any power differences seem the most balanced.
Chapter 3 by Sampo Tukiainen illustrates how talking about ‘cultural
differences’ can be a substitute when referring to a power struggle between
different national partners in interaction. The tensions expressed by ethnocen-
trism are linked to a power struggle between individual managers and two
forms of knowledge. Finnish engineers have a technological knowledge
advantage, while the Polish subsidiary has a local knowledge advantage. This
tension is exacerbated by the advantages that are linked to holding a position
of leadership in the project (authority, employment and future contracts). In
sum, the ethnocentrism that manifested in this project was strongly linked to
divergent individual and organizational strategic interests.
Chapter 8 illustrates the strategy of de-emphasis of (national) cultural
difference in a power struggle. German engineers resist cross-cultural manage-
ment training, arguing that they share the professional culture of their
colleagues in India. This means that they silence the existing cultural differ-
ences that may exist between them and those from India; indeed, they impose
a ‘German’ communication mode between them. Their attitude defies the

human resource department (and the non-engineers in general) and is consis-
tent with their view that the organization is best served by engineers. De-
emphasizing national differences and emphasizing professional culture help
them in maintaining their positions of power. It is not a question of Germans
versus Indians: they are all engineers versus non-engineers. But when their
position is threatened by the success of the Indian operations, the same engi-
neers suddenly talk about the engineers in India as ‘the others’, insisting upon
their differences.
A discourse on cultural similarity is best illustrated in Chapter 10. Chinese
and Brazilian counterparts underline what they have in common (real or
invented), working actively on a cultural integration of the joint ventures. It
seems that the differences between the partners are well balanced (in terms of
know-how, technology, knowledge of the environment and so on); these are
also the collaborations that are the most creative. Both partners are shown to
have actively adapted to the other and to have grown in this exchange.
Power imbalance is an aspect of the discourse that the interviewees praise.
It influences how they will negotiate their differences; thus, it is an issue that
needs to be considered in intercultural relationships. People may be less likely
to revise their position and consider cultural differences in dominant positions
of power. However, people may use the cultural difference discourse in a weak
position to resist imposition of one model. Since nations also have a history of
interaction, power imbalance can be seen in the general context of the situa-
tion. When Vietnamese and French collaborate in a development project, the
colonial history of the two countries is implicit and can influence the partners
toward false interpretations. When Western-European experts come to transfer
knowledge and train employees from Bulgaria or Poland, they embody the
triumphant West. When a Scandinavian-looking consultant travels through
developing countries to promote security or a police solution, he represents the
developed West. Necessary for this analysis is perceiving the power imbalance
that is part of the situation and of the context(s) of the interaction. And contex-
tual elements can be on a supra-national level as well (as Iris Rittenhofer
shows in Chapter 11) with implicit ways ‘Westerners’ tend to think of others
and act in relation to them.
CONCLUSION
We first explained in this chapter what we meant by interpretive cross-cultural
management research. We detailed implications on the kind of practical and
firsthand knowledge that is developed and how the study of meanings can be
performed (for researchers and for practitioners). We explicated the theoreti-
cal framework of culture and negotiated meanings, the notion of meaning

systems that may be found in a given national context and the necessity to
consider power in the intercultural interactions. Equipped with this knowl-
edge, one can make the most of the theoretical, as well as empirical contribu-
tions of the next ten case studies, which illustrate cross-cultural management
in practice.
NOTES
* This chapter is part of the research project ‘The hidden side of cross-cultural management’,
financed by Vetenskapsrådet, the Swedish Research Council (421-2009-2020).
1. Some argue that the centre of interpretive investigation should be the experience of people;
others say that we should concentrate on the social artifact (for example, language) that is
created by people. A focus on experience is praised by phenomenologists, who stress the life-
world (see, for example, Dilthey, Husserl, Schutz). A focus on the artifacts is argued by
hermeneuts (for example, Ricœur). Simmel pleads for a focus on both; we do also, as
evidenced in this chapter. We invite you to consult Hatch and Yanow (2003) for an introduc-
tion to this discussion.
2. Interpretive research differentiates between different forms of understanding, such as, for
example, Begreifen and Verstehen. Weber argues that grasping (Begreifen) a phenomenon
means understanding in an external way. This form of understanding is favoured in positivist
sciences, aiming at models, laws and the like. Weber insists that the study of human beings
should be different, for two main reasons: human beings have meanings associated with their
actions, so actions are never totally external to them (as if following laws); secondly,
researchers, as fellow human beings, have the ability to share these meanings and, thus, reach
a different form of understanding (Verstehen). For example, they can empathize with the
people they study and understand (from the inside) the reasons of their actions. We invite you
to read Schwandt (1994, 2000) for a further discussion on the different views of Verstehen.
3. We invite you to consult the various editions of The Sage Handbook of Qualitative Research
edited by N.K. Denzin and Y.S. Lincoln (2005) for details on the different qualitative meth-
ods. You can also consult the work of Kvale (1996) on ’InterViews’ for an in-depth discussion
of qualitative interview techniques and the work by B. Czarniawska (2004), Narratives in
Social Science Research, to understand the process of narrative analysis.
4. We use the term ‘meaning system’ as a translation of the notions of ‘cadres de sens’ or ‘struc-
ture de sens’. In the cases, authors also refer to ‘sense-making systems’ (Chapter 4) or ‘frames
of meanings’ (Chapter 6).
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Cross-cultural management in practice: Culture and negotiated meanings

Book · January 2011

Henriett Primecz Laurence Romani

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Edward Elgar Publishing, Inc.

A catalogue record for this book

Library of Congress Control Number: 2011929461

ISBN 978 1 84980 407 3 (cased)

Typeset by Cambrian Typesetters, Camberley, Surrey

List of contributors vii

1 Culture and negotiated meanings: the value of considering

11 Divorcing globalization from Orientalism: resembling economies

Guilherme Azevedo recently completed his PhD in Strategy and Organization

Christoph Barmeyer is Professor of Intercultural Communication at the

Sylvie Chevrier is Full Professor of Management at Université d’Evry Val

Lisbeth Clausen is Associate Professor at Copenhagen Business School,

Eric Davoine is Professor of Human Resource Management and Intercultural

Graham Hollinshead is Reader in International Human Resource

Jeanette Lemmergaard is Associate Professor of Strategic Human Resource

Jasmin Mahadevan received her Master’s Degree in Languages, Business

Snejina Michailova is Bulgarian by nationality and holds a PhD degree from

Sara Louise Muhr is a postdoctoral Researcher and Lecturer at Lund

Henriett Primecz is Associate Professor at Corvinus University of Budapest,

Laurence Romani is Researcher at the Centre for Advanced Studies in

Sonja A. Sackmann has a Chair in Organizational Behaviour at the University

Organization Sciences, and is Director of the Institute Developing Viable

Sampo Tukiainen is Project Manager and Researcher at the Aalto University

Hèla Yousfi is Associate Professor in the Department of Management and

We benefited from the contributions and support of a number of people and

WHAT ARE THE USES AND BENEFITS OF THE BOOK?

WHAT ARE THE CONTRIBUTIONS OF THIS EDITED

TEN CASES SHOWING CROSS-CULTURAL

A CONTRIBUTION TO THE THEORETICAL

A POWER PERSPECTIVE FOR THE STUDY OF

they try to explain misunderstandings, conflicts or smooth relations with

NINE STRATEGIES FOR EFFECTIVE INTERCULTURAL

OVERVIEW OF THE CHAPTERS

provide cross-cultural workers with a sense of familiarity and identity. Airports

In Chapter 6, Hèla Yousfi addresses the tension between diffusion of

In Chapter 10, Guilherme Azevedo reports of two joint ventures between

HOW DID THIS BOOK COME TO BE?

Yet, few cross-references exist and consequently very limited cross-

Romani, L. (2010), Relating to the Other. Paradigm Interplay for Cross-Cultural

BEYOND CULTURAL DIMENSIONS

shows the differences in practices and preferences between countries on a

A FOCUS UPON INTERACTION RATHER THAN

THE ADVANTAGE OF USING AN INTERPRETIVE

INTERPRETIVE CROSS-CULTURAL MANAGEMENT

Unravelling and Understanding the Actors’ Perspectives

The centre of the analysis in interpretive studies is people embedded in their

and Qu’ran principles) with a community (the organization) resulted in

Meanings are Dynamic and Emerge in Context

profession and so on). Meanings that develop in an interaction are, thus,

Meanings cannot be collected by controlled observation of behaviour (such as