Cross-cultural management studies, as they developed, were strongly influenced by the social-psychological models that lay behind mono-cultural management studies. As social phycology was originally a mono-cultural subject born out of and concerned with North American thought and life, it was ill-prepared for the exercise of multicultural or cross-cultural analyses. Social anthropology, with a far deeper experience of cross-cultural analysis, was for a long time more or less ignored as a source of inspiration. Its ethnographic style was not easily build into the positivist models that dominated business and management studies; its profound concentration upon single examples did not lead to generalizing or predictive conclusions. Moreover, social anthropologists had made only limited attempts as a subject to reconcile itself to the modern world. Therefore, this potentially fruitful approach for cross-cultural management studies lacks experience and clearly accepted conceptual framework.
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