Measuring “West Meets East” in Strategic Management Research Using Cultural Consensus Model and Cultural Mixture Model Analyses

Purpose – This chapter introduces two empirical models that could be used to examine the influence of Eastern and Western culture on strategic management: the cultural consensus model (CCM) and the cultural mixture model (CMM). Methodology/approach – We describe how strategic management scholars can use these models and suggest areas where these models can be of greatest use, including international market entry, international mergers and acquisitions and international alliances, global headquarters and subsidiary relationships, and corporate governance. Findings – Originally developed by cognitive anthropologists and cultural psychologists, these models can measure domain specificity, scope, and heterogeneity of cultural influences within and across Eastern and Western societies; can address multilevel issues; and can measure an individual or firm's representativeness of the culture. Social implications – This new research methodology can help strategic management researchers address the impact of “West meets East” on strategic management outcomes and processes. Originality/value of chapter – The two empirical models provide methodologies that integrate qualitative and quantitative methods.