Crossing disciplinary, epistemological and conceptual boundaries in search of better cultural sense-making tools

Abstract

Purpose– The purpose of this paper is to compare three cultural approaches from anthropology and business literature: National Culture Approach (NCA), Corporate Culture Approach (CCA), and Transactional Culture Approach (TCA). The author grounds these approaches in different epistemological standpoints and locate them at different positions on the unity-infinity continuum. The author outlines their strengths and weaknesses, and offer the Douglasian Cultural Framework (DCF) as a transactional tool for cultural sense-making.Design/methodology/approach– Reviewing conventional NCA/CCA frameworks reveals that while their simplicity renders them attractive to users, their assumption of stable, internally homogenous and coherent cultures has its limitations. Conversely, reviewing anthropology-based TCA literature reveals that while TCA overcomes some limitations of NCA/CCA frameworks, it also has its weaknesses – it overemphasizes “self-interest” as the preferred form of rationality, and some TCA scholars render cultural comparisons impossible by supporting cultural infinity. Finally, examining DCF reveals that it overcomes some limitations of NCA/CCA frameworks, while simultaneously advancing TCA. Nevertheless, DCF too has limitations which are also exposed.Findings– Most NCA/CCA scholars support the “unity” argument of culture, while some transactional scholars support the “infinity” argument. DCF finds a perfect balance between the two through “constrained relativism”. Also, since DCF focuses on human transactions, it is not limited in its applications to specific levels and scales. It can therefore be applied to scenarios spanning across levels and scales. Finally, it offers a compromise between the differentiation and fragmentation perspectives of corporate culture, and brings out the best of the interpretivist and post-modernistic traditions.Research limitations/implications– The exposition of DCF opens up new avenues for research which have hitherto remained unexplored for want of appropriate frameworks, for instance the UN Peace Corps., NATO, Medecins Sans Frontiers, etc.Originality/value– By focusing on human transactions, the paper allows for a much more dynamic conceptualization of culture as compared to static NCA/CCA frameworks.