An interpretive examination of the development of cultural sensitivity in international business
Jon M Shapiro, Julie L Ozanne, Bige Saatcioglu
JOURNAL OF INTERNATIONAL BUSINESS STUDIES | PALGRAVE MACMILLAN LTD | Published : 2008
Cultural sensitivity is assumed to be important in international business, yet little empirical work explores how cultural sensitivity actually develops. In-depth interviews with buyers from the Asian Pacific Rim were conducted, and support was found for a four-stage model of cross-cultural sensitivity in which buyers move through the stages of romantic sojourner, foreign worker, skilled worker, and partner. This paper explores the development and evolution of cultural sensitivity as it interacts with trust and development of international business relationships. © 2008 Academy of International Business All rights reserved.