Navigating Culture in the Asian Regional Context

The international business literature stresses that cultural similarities and differences, have an important impact on the way firms conduct their businesses. We enrich conceptions of cultural distance by looking at the different dimensions managers use to think about cultural similarities and differences within Asia from an emic perspective. We identify three frameworks that managers use to gauge cultural similarity and differences within the region: level of economic development, temporal proximity, and cultural scapes and flows. This has implications for the way cultural distance is conceptualized, and for our understanding of regionality, as compared to globalness and localness.


Giana Eckhardt and Julien Cayla (2005) ,"Navigating Culture in the Asian Regional Context", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 437-437.


Giana Eckhardt, Australian Graduate School of Management
Julien Cayla, Australian Graduate School of Management


E - European Advances in Consumer Research Volume 7 | 2005

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