Purpose – The purpose of this paper is to compare three cultural approaches from anthropology and business literature: National Culture Approach (NCA), Corporate Culture Approach (CCA), and Transactional Culture Approach (TCA). The author grounds these approaches in different epistemological...

Purpose – The purpose of this paper is to address four questions: what are the drawbacks of an over reliance on the objectivist tradition in culture in international business (CIB) scholarship? Is a shift from mono-paradigmatic to multi-paradigmatic cultural research justified? What explains...