When analysing modes of navigating cross-cultural business communities most IB studies employ an etic approach that delineates how ethnically owned companies thrive and manoeuvre in complex cross-cultural business environments. This approach implies employing theoretical models and empirical...

International business (IB) studies revolve around two key perspectives that can be defined as a firm specific perspective and a generic perspective that combined provide a company with crucial insights into how to enter and navigate a foreign market. Combined, such an approach provides a...