Understanding cultural sensemaking of business interaction: A research model

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This methodological paper proposes a research model for understanding individual-level cultural sensemaking as regards business interaction in international business-to-business relationships. Culture is treated as knowledge inherited and learned by individuals through their lived experiences and learning in various cultural contexts. The developed research model integrates three complementary methods a sensemaking perspective, narrative research, and a metaphor analysis. Making sense of interpersonal business-to-business interactions rests on talk and meaning making, which represents itself as a process through narrative stories with plots. This narrative form is a basic sensemaking device, in which metaphor analysis is helpful in uncovering underlying cultural meanings. The paper concludes with a critical evaluation of the introduced ‘cultural sense-translation’ model, including avenues for further research and implications for practice.

Original languageUndefined/Unknown
Pages (from-to)102–112
JournalScandinavian Journal of Management
Issue number2
Publication statusPublished - 2017
MoE publication typeA1 Journal article-refereed


  • Intercultural marketing management
  • Narrative approach
  • business interaction
  • sensemaking

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