Cultural Adaptation within International Strategic Alliances : Confronting, Negotiating, and Adapting Process

This study proposes a conceptual process framework to describe how international strategic alliance partners overcome the liabilities of cultural distance. We conduct an in-depth analysis of 31 semi-structured interviews with alliance managers and directors. Our findings suggest that a successful cultural adaptation process goes through three major phases: (1) “Confrontation” of the partners with cultural barriers (i.e., communicative, semantic, linguistic, functional, and organizational barriers); (2) “Negotiation” based on discussions, interactions, and exchanges; and (3) “Synchronization” in terms of renewed multilevel cultural practices co-created and mutually accepted by both partners. In this context, we highlight the role of personal relationships and boundary spanners in the success of the cultural adaptation process in overcoming cultural distance