Understanding cultural sensemaking of business interaction: A research model

Maria Ivanova-Gongne, Jan-Åke Törnroos

    Research output: Contribution to journalArticleScientificpeer-review

    25 Citations (Scopus)


    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

    Cite this