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date: 11 November 2019

Abstract and Keywords

Cross-cultural interactions do not happen in a vacuum; they happen within an organizational context, with specific actors involved and in a particular physical setting. This chapter draws on a perspective of situated cognition to examine how various layers of context can influence cognitions and behaviours in cross-cultural situations. It proposes that action results from the interaction of cognitive schemas, including cultural values and assumptions, and contextual variables. Context is conceptualized as a multilayered construct including institutional, organizational and situational layers which influences what individuals notice, how they interpret information, and the actions they take. Further, it is argued that the context of global management is malleable and changes as a product of the actions of multiple players. Implications of a focus on context for the theory and practice of cross-cultural management are discussed.

Keywords: cognitive schemas, situated cognition, global management, cross-cultural management, context

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