Toward a Systems Perspective of Culture and Communication in the Field of International Business Studies

Biology and culture co-evolve, affecting collective social behaviors in the way we interact with others and with our environment. The working assumption in this study is that biology and culture provide the environment in which individuals interact/communicate. Human communication is thus both created and circum-scribed by culture. Cultural values differ between different groups of individuals. This relativity in culture is illustrated by various social artifacts and resulting differences in socio-communicative behaviors that often leads to miscommunica-tion between individuals of different cultures. This inherent relativity of culture has also posed a methodological challenge for researchers who study culture and thus communication management, particularly within the field of international business (IB) studies, where transactional behavior makes up for much of human behavior. Global challenges and a changing business environment due to converging technological platforms place increasing pressure on the need to revisit the cultural dimensions construct. The aim of this chapter is to give readers an overview of current frameworks of how culture is studied within the field of IB and how this perspective can be broadened with ideas drawn from other disciplines including social-biology, quantum theoretical physics and psychology. It revisits current culture research strategies and suggests a model in which relativity in culture can be addressed through a systems perspective of research.