Leung, Bhagat, Buchan, Erez, and Gibson provide a review of several advances in research on culture and international business (IB), which is criticized by Gould and Grein as overemphasizing the national culture (NC) approach. This reply clarifies the misinterpretation of Leung et al. by Gould...

The paper provides a state-of-the-art review of several innovative advances in culture and international business (IB) to stimulate new avenues for future research. We first review the issues surrounding cultural convergence and divergence, and the processes underlying cultural changes. We then...