The tortuous evolution of the role of culture in IB research: What we know, what we don’t know, and where we are headed

This paper takes stock of the literature on culture in International Business by looking back in terms of evaluating what we know and what we do not know; and looking forward by identifying emerging trends and outlining avenues for future research. Unresolved issues, gaps and limitations include: (1) narrow conceptualization of culture and fragmented approach to the study of culture; (2) failure to adopt a multilevel approach and insufficient...