Culture in business relationship interaction: an individual perspective

Abstract

Purpose – The purpose of this paper is to establish a conceptual framework for studying the intercultural aspect of dyadic business relationship interaction from an individual perspective. Design/methodology/approach – The paper is conceptual in nature. Perspectives on culture and cultural concepts are discussed and critically reviewed for the question of applicability in the study of business relationship interaction from an individual perspective. Findings – By focusing on the application of culture in individual sensemaking of interaction events in a business relationship context, a suitable perspective on culture is chosen. A conceptual framework consisting of the concepts related to the chosen perspective is developed. Moreover, propositions concerning the study of culture in individual sensemaking of interaction events are suggested. Research limitations/implications – The paper suggests several opportunities for further research, particularly concerning the application of the reviewed concepts to the empirical study of culture in sensemaking of business relationship interaction. Originality/value – The paper advocates for a more interpretive and constructive perspective on culture in business relationship interaction studies. Second, it improves understanding of the cultural concepts application in the research on individual sensemaking within a business relationship context. Third, it particularly contributes to the current conceptual underpinning of the International Marketing and Purchasing group studies by reintroducing the concept of culture from an individual perspective.

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