An Interpretive Examination of the Development of Cultural Sensitivity in International Business

J. Shapiro, J. Ozanne, B. SAATCIOGLU

Journal of International Business Studies

January 2008, vol. 39, n°1, pp.71-87

Departments: Marketing

pas sous affiliation hecAbstract: Cultural sensitivity is assumed to be important in international business, yet little empirical work explores how cultural sensitivity actually develops. In-depth interviews with buyers from the Asian Pacific Rim were conducted, and support was found for a four-stage model of cross-cultural sensitivity in which buyers move through the stages of romantic sojourner, foreign worker, skilled worker, and partner. This paper explores the development and evolution of cultural sensitivity as it interacts with trust and development of international business relationships.