Purpose: The purpose of this paper is to present the proposition that culture in international management has been dominated by a “Western dualism to measuring culture” (Capraret al., 2015, p. 1024), which has resulted in severe problems and persistent limitations. The suggestion is that...

Purpose: The purpose of this paper is to promote the use of pragmatism within industrial marketing and purchasing (IMP), business-to-business (B2B)/network research with its enhanced emphasis on developing adaptable, workable solutions to practical problems. The usability of findings and the...