Our contribution seeks to (1) outline how cross-cultural management and, more recently, language studies developed as two interrelated subareas within international business research; (2) discuss the changing paradigms and orthodoxies under which empirical research in cross-cultural management and language studies has been executed, focusing in particular on what we consider shortcomings in past and present research; and (3) formulate our suggestions how research should develop in the future.
As such, our contribution offers a critical reflection on the evolution of this research area over time, combining elements of descriptive retrospection and analysis of the current situation with the normative elements of a position paper
