Overview of 70 Years of Cross-Cultural Management Research

Cross-Cultural Management as a Success Factor

In international business, intercultural management and global collaboration have become increasingly important. Organizations working across borders face a wide range of values and communication styles—whether in negotiations, supplier relations, or daily project operations.

A deep understanding of cultural dimensions is essential to avoid misunderstandings and to build successful cross-border relationships. Our intercultural training delivers this knowledge, combining academic research with real-world business practice to equip professionals for effective intercultural collaboration.

Key Highlights of 70 Years of Research

The field of cross-cultural management research spans more than seven decades. The key dimensions that emerged form the academic foundation of today’s training programs.

• Time Orientation: Originating from Kluckhohn & Strodtbeck, this concept examines how cultures perceive and prioritize time.
• Communication Context Orientation: Introduced by Edward T. Hall, this dimension distinguishes between high-context and low-context communication styles.
• Performance Orientation: First introduced by the GLOBE study, this dimension reflects the extent to which a society values performance and excellence.
• Refinement of Existing Dimensions: The GLOBE study also split some of Hofstede’s original dimensions (e.g., separating Individualism/Collectivism into Institutional and In-Group Collectivism).

Relevance for Global Business

Understanding these dimensions allows managers and negotiators to anticipate cultural behaviors, adapt strategies, and avoid costly missteps in international cooperation. For instance, aligning negotiation tactics with a culture’s time orientation or communication style can significantly improve outcomes. A professional intercultural training program provides exactly this kind of applied know-how for global business practice.