Cultural Crossvergence

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Cross cultural studies has great impact especially to business managers. National culture or core culture that developed the individual before it is influenced by other factors in the environment and society is subject to change depending on how strong the influences would be. However for the individual to fit in, they have to embrace the new found culture or a new culture might have evolved combining the core values and the current society’s value.

Literature Review

In Kelley, MacNab and Worthle (2006) paper, they have studied that when two or more diverse cultures are combined together, depending on how strong the county’s core national culture, three things may occur – culture convergence, divergence or
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Crossvergence was further classified as conforming (individual level differences across groups decreases over time), static (values across group change over time but values differences will be constant) and deviating (values differences increases over time across groups).

The question as why the crossvergence is produced instead of convergence was answered by North (1990, 2005 cited in Witt 2007) that it could be the path dependence or choice of the most appropriate action.


The cross cultural management study about convergence and the most recent theory about crossvergence have been one of the important management argument. This has been a great impact to the businesses as they compete with the highly competitive global environment in supporting culture diversity to all stakeholders. As much as possible, company wanted to established a set of common values for the organization but this is difficult to achieve thus the next important action to take is to understand how these multiple values evolve, understand its commonality and the best way to manage it. According to Myloni (2004, cited in Dunn and Shome, 2009, p. 527), managers regardless of their cultural background should know how to adapt similar-looking value to meet business changelles.


Dunn, P., & Shome, A. (2009). Cultural crossvergence and social desirability bias: Ethical evaluations by Chinese and Canadian business students. Journal
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