. Design/methodology/approach The authors contend etic and emic perspectives to address multisitedness empirically, which … enables researchers to compare and contrast the multisited topic of inquiry in academic “outsider” terms with the etic … show the fruitfulness of discussing multisitedness using the complementary etic and emic analysis, the authors present the …

When analysing modes of navigating cross-cultural business communities most IB studies employ an etic approach that … has its roots in an ethnocentric academic tradition. This article goes beyond an etic approach and introduces an emic … manoeuvres in a multi-cultural business context by combining both an etic and emic approach. …