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...

The aim of this paper is to study the consequences of rolling out a global corporate culture on a multinational company in order to streamline modes of communication between headquarter and local offices across different host markets in an attempt to optimise the functionality of the...