Towards a more balanced treatment of culture in international business studies: The need for positive cross-cultural scholarship

The results of a content analysis of 1141 articles published in the Journal of International Business Studies over a 24-year time period (1989–2012) reveal that a pervasive tendency exists in the international business (IB) literature towards emphasizing the adverse outcomes associated with cultural differences more than the positive effects. We argue that this imbalance is not an accurate reflection of the reality of cross-cultural contact in...