Essay / Assignment Title: Business expansion research(EcoWeave)

after comparing the two countries (India and Germany) along with
your base country(India) focus.

Programme Title: Global MBA

Name: Gaurav Liladhar Rozatkar

Year:2022-24
TABLE OF CONTENTS

TABLE OF CONTENTS…………………………………………………………………………………………………………………………..2

Statement of compliance with academic ethics and the avoidance of plagiarism………………………………..3

INTRODUCTION…………………………………………………………………………………………………………………………………..4

CHAPTER ONE - EcoWeave Background and Strategy………………………………………………………………………….5

CHAPTER TWO - Cultural Analysis: India vs. Germany………………………………………………………………………….7

CHAPTER THREE - Practical Issues and Solutions………………………………………………………………………………..11

CHAPTER FOUR - Recommendations for Success……………………………………………………………………………….13

CONCLUDING REMARKS……………………………………………………………………………………………………………………16

BIBLIOGRAPHY……………………………………………………………………………………………………………………………….…17

REFERENCES………………………………………………………………………………………………………………………………….….18

2
Statement of compliance with academic ethics and the avoidance of plagiarism

I honestly declare that this dissertation is entirely my own work and none of its part has been copied
from printed or electronic sources, translated from foreign sources and reproduced from essays of other
researchers or students. Wherever I have been based on ideas or other people texts, I clearly declare it
through the good use of references following academic ethics.

(In the case that is proved that part of the essay does not constitute an original work, but a copy of an
already published essay or from another source, the student will be expelled permanently from the
postgraduate program).

Name and Surname (Capital letters):

GAURAV LILADHAR ROZATKAR

Date: 02/10/2023

3
INTRODUCTION

"EcoWeave," a pioneering khadi apparel company based in India, with a strong commitment to
promoting sustainable fashion and preserving traditional Indian craftsmanship, we specialize in
manufacturing high-quality khadi garments. As part of our global expansion strategy, we are poised to
expand its sustainable fashion ethos to Germany, known for its discerning consumers and emphasis on
eco-friendly products. This essay meticulously examines the strategic initiatives and challenges faced by
EcoWeave in this cross-cultural expansion. By analyzing cultural disparities, managerial strategies, and
market intricacies, this study offers a comprehensive blueprint for EcoWeave's successful venture into
the competitive German market.

Figure 1 – EcoWeave Logo

(Source – Self Developed)

4
CHAPTER ONE - EcoWeave Background and Strategy

EcoWeave, headquartered in India, has gained acclaim for its eco-friendly khadi products, blending
traditional craftsmanship with contemporary designs. India's vibrant textile industry, skilled artisans, and
traditional weaving techniques provide EcoWeave with a robust foundation for its sustainable fashion
endeavors. With a focus on sustainability and ethical production, EcoWeave has established a significant
market presence in India. The company's strategic vision entails expanding operations to Germany,
aligning its products with eco-conscious German consumers and adhering to local regulations.
EcoWeave aims to create a strong brand identity in Germany, emphasizing the ecological and ethical
aspects of khadi production such as its uniqueness and cultural significance.

EcoWeave operates as a vertically integrated company, overseeing every stage of the khadi production
process. From sourcing organic cotton to hand-spinning and weaving, the company maintains control
over quality and ethical practices. The organizational structure is characterized by cross-functional
teams, emphasizing collaboration and innovation.

Germany, a powerhouse in the European fashion market, has been identified as the ideal destination for
EcoWeave’s international expansion. With a strong emphasis on eco-consciousness, quality, and
innovation, Germany aligns seamlessly with EcoWeave’s core values. The country’s stable economy and
environmentally aware consumer base offer a fertile ground for the company's expansion efforts.
EcoWeave's marketing strategies need to resonate with German consumers' values. Research by Smith,
Peterson, and Schwartz (2002) underlines the significance of aligning brand messaging with cultural
values. EcoWeave should focus on transparent communication regarding its eco-friendly practices and
ethical production methods, emphasizing quality and sustainability, core values for both Germans and
EcoWeave.

Aims and Strategy:

EcoWeave’s primary aim in expanding to Germany is to establish itself as a reputable khadi brand
synonymous with sustainability, quality, and ethical production. The company’s strategy revolves
around several key pillars:

Product Innovation Introducing unique khadi products tailored to German consumer preferences,
emphasizing eco-friendly materials and designs inspired by both Indian
tradition and German contemporary aesthetics.

Market Positioning Positioning EcoWeave as a premium sustainable fashion brand, highlighting

its commitment to ethical practices, transparency, and traceability
throughout the supply chain.

Local Collaborations Forging partnerships with German designers, retailers, and influencers to
enhance brand visibility, promote cultural exchange, and adapt products to

5
 local tastes.

Eco-Friendly Practices Emphasizing and certifying EcoWeave’s commitment to environmental

sustainability, aligning with Germany’s eco-conscious consumer base.
Certifications from recognized environmental organizations will validate the
company’s green initiatives.

Customer Engagement Implementing personalized customer engagement strategies, including

excellent after-sales service, interactive social media campaigns, and local
customer support in German, to foster strong customer relationships and
brand loyalty.

Table 1 – Key Pillars of EcoWeave’s Strategy

(Source – Self Developed)

EcoWeave’s commitment to corporate social responsibility includes initiatives such as supporting local
communities in India, promoting women’s empowerment through employment opportunities, and
investing in eco-friendly technologies for sustainable production.

EcoWeave’s expansion from India to Germany is underpinned by a strategic vision that integrates the
company’s traditional expertise with contemporary global demands. By emphasizing sustainable
practices, quality, and cultural collaboration, EcoWeave aims to establish a strong foothold in the
German fashion market, contributing to the global promotion of khadi as a symbol of ethical and eco-
conscious fashion.

6
CHAPTER TWO - Cultural Analysis: India vs. Germany

India, with its high uncertainty avoidance and collectivist orientation, contrasts Germany’s low
uncertainty avoidance and individualistic culture. India’s high power distance index is in stark contrast to
Germany’s more egalitarian approach. Understanding these cultural dimensions is crucial for tailoring
marketing campaigns, communication styles, and managerial approaches.

In adapting to German culture, EcoWeave must comprehend the fundamental cultural disparities
between India and Germany, as highlighted by Hofstede’s cultural dimensions theory (Hofstede, 2001).
Applying Hofstede's cultural dimensions, we compare India and Germany in terms of Power Distance,
Individualism vs. Collectivism, Masculinity vs. Femininity, Uncertainty Avoidance, and Long-Term
Orientation vs. Short-Term Normative Orientation.

Figure 2 - Hofstede’s Cultural Dimensions

(Source – Self Developed)

Hofstede’s Cultural Power Distance India: High power distance culture, emphasizing
Dimensions hierarchy and deference to authority figures.

Germany: Low power distance culture, promoting

equality, open communication, and accessibility to
authority figures (Hofstede, 2001).

Individualism vs. India: Collectivist society, prioritizing group harmony,

7
 Collectivism loyalty, and family ties over individual pursuits.

Germany: Individualistic society, emphasizing

personal achievements, self-reliance, and individual
rights (Hofstede, 2001).

Masculinity vs. India: Moderately masculine society, valuing

Femininity ambition, assertiveness, and success.

Germany: Moderately feminine society, valuing

quality of life, cooperation, and work-life balance
(Hofstede, 2001).

Uncertainty India: Moderate uncertainty avoidance culture,

Avoidance embracing ambiguity and adapting to change.

Germany: Low uncertainty avoidance culture,

fostering a tolerance for uncertainty, innovation, and
risk-taking (Hofstede, 2001).

Long-Term vs. Short- India: Long-term orientation, valuing tradition,

Term Orientation perseverance, and sustainability.

Germany: Long-term orientation, emphasizing

persistence, thrift, and adapting to changing
circumstances (Hofstede, 2001).

Core Values and India

Beliefs
Tradition: Reverence for ancient customs and rituals, influencing daily life
and decision-making.

Family: Strong emphasis on familial bonds, extended families often living

together or in close proximity.

Spirituality: Spiritual practices and beliefs are deeply ingrained in Indian

culture, shaping attitudes towards life events and decisions.

Germany

Efficiency: A culture of precision and efficiency, emphasizing punctuality

and well-organized processes.

Environmental Consciousness: Strong focus on eco-friendly practices and

sustainable living.

8
 Quality: Germans prioritize high-quality products and services, reflected
in their meticulous attention to detail.

Communication India
Styles
Indirect Communication: Indirect language and non-verbal cues are often
used to convey messages, preserving harmony.

Respectful Language: Politeness and respect are paramount, especially

when addressing authority figures or elders.

Germany

Direct Communication: Germans are known for their straightforward

communication, valuing clarity and honesty in conversations.

Professionalism: Business communication is formal and concise, focusing

on facts and logical arguments.

Social Norms and India

Etiquette
Greetings: Traditional greetings such as “Namaste” are common,
accompanied by gestures like folding hands.

Dress Code: Conservative attire is valued, especially in formal and

religious settings.

Dining Etiquette: Eating with hands is common, emphasizing communal

eating and sharing of food.

Germany

Greetings: A firm handshake is the standard greeting, maintaining eye

contact signifies confidence and sincerity.

Dress Code: Germans dress formally, valuing well-tailored clothing and

minimal accessories.

Dining Etiquette: Table manners are formal, with utensils used for eating;
punctuality is crucial for social gatherings.

Table 2 - Fundamental Cultural Disparities between India and Germany

(Source – Self Developed)

9
Understanding these cultural intricacies is essential for EcoWeave to adapt its marketing,
communication, and operational strategies effectively, ensuring a seamless transition into the German
market.

EcoWeave acknowledges the emphasis on tradition, community, and ecological consciousness in India.
In Germany, values such as efficiency, environmental sustainability, and quality hold significant
importance. Cultural intelligence training for employees, culturally sensitive marketing, and product
adaptation are vital for EcoWeave to bridge the cultural gap effectively.

10
CHAPTER THREE - Practical Issues and Solutions

Enlisting Practical Issues and Solutions for EcoWeave’s Expansion to Germany.

Practical Issue I: Workforce Diversity and Integration

Issue: EcoWeave may face challenges integrating a culturally diverse workforce, leading to
communication gaps, misunderstandings, and potential conflict.

Solution: Implement a comprehensive cultural intelligence training program for employees

(Thomas & Inkson, 2009). This training should focus on understanding diverse cultural norms,
communication styles, and conflict resolution techniques, fostering a more inclusive work
environment.

Practical Issue II: Regulatory Compliance and Legal Differences

Issue: Adhering to German regulations, labor laws, and business practices may pose legal
challenges for EcoWeave, impacting operations and HR management.

Solution: Collaborate with legal experts who specialize in international business laws, ensuring
full compliance with German regulations. Develop a robust legal framework, incorporating
employment contracts and policies specific to the German market, guided by thorough legal
research (Bae, Qian, & Maksimov, 2018).

Practical Issue III: Marketing and Consumer Behavior Differences

Issue: Understanding the nuances of German consumer behavior and tailoring marketing
strategies to align with these preferences can be complex for EcoWeave.

Solution: Conduct extensive market research to gain insights into German consumer behavior
and preferences (Schwarz, Hunter-Jones, & Hurley, 2018). Utilize data-driven marketing
techniques, leveraging customer analytics and social listening tools, to craft targeted marketing
campaigns that resonate with the German audience.

Practical Issue IV: Language Differences

Issue: Language barriers can impede effective communication within the workforce and hinder
customer interactions.

Solution: Provide language training programs for both Indian employees relocating to Germany
and local German employees. Scientifically designed language acquisition programs enhance
linguistic proficiency, ensuring seamless communication (Gudykunst & Kim, 2017). Moreover,
implementing multilingual customer support and utilizing translation technologies assist in
bridging language gaps, enhancing internal collaboration and customer satisfaction.

11
Practical Issue V: Eco-Friendly Certification

Issue: Obtaining eco-friendly certifications is crucial for establishing EcoWeave’s commitment to

sustainability in Germany, but the certification process can be complex.

Solution: Collaborate with renowned environmental certification bodies such as EcoLabel or

Blue Angel, recognized in Germany (European Commission, 2018). Scientifically backed eco-
friendly practices, supported by credible certifications, bolster EcoWeave’s reputation.
Additionally, integrating blockchain technology for supply chain transparency ensures the
traceability of sustainable practices, reinforcing the authenticity of EcoWeave’s eco-friendly
claims (Zhang, Han, & Guo, 2018). Scientific studies show that blockchain technology enhances
supply chain transparency and credibility (Deng, Liu, & Zhang, 2019), ensuring EcoWeave’s
certification claims are trustworthy.

Core Values and Cultural Intelligence in HR Management

Core Values: EcoWeave’s core values of sustainability, ethical production, and cultural respect
should be embedded in HR policies and practices. These values should be communicated clearly
to employees, forming the foundation of the company’s organizational culture (Morgeson,
Reider, & Campion, 2017).

Cultural Intelligence in HR Management: HR managers should possess high cultural intelligence

(CQ) to effectively lead diverse teams (Ang & Van Dyne, 2008). They should understand the
cultural nuances of both Indian and German employees, facilitating smooth cross-cultural
interactions and conflict resolution. HR training programs should focus on developing CQ among
managers and employees, enhancing cultural sensitivity and promoting a harmonious workplace
environment (Earley & Ang, 2003). Hence, developing a comprehensive HR policy will promote
cultural diversity, inclusivity, and mutual respect among employees from different cultural
backgrounds. Additionally Implementing mentorship programs and cross-cultural team-building
activities will help to enhance cultural intelligence among employees.

In conclusion, by addressing these practical issues through evidence-based solutions and integrating
core values and cultural intelligence into HR management, EcoWeave can overcome challenges, foster a
culturally inclusive workplace, and navigate the complexities of the German market successfully.

12
CHAPTER FOUR - Recommendations for Success

Expanding a business internationally requires a nuanced understanding of the target market, adept
cultural adaptation, and a commitment to sustainable practices. EcoWeave's venture into Germany
reflects a well-researched and thought-out strategy.

Statistics suggest that:

• According to Statista, the textile and clothing industry in Germany generated revenue of
approximately 68.07 billion euros in 2020.

• Data from the German Federal Statistical Office shows a growing trend in eco-friendly and sustainable
product consumption, indicating a potential market for our khadi clothing.

EcoWeave's strategic expansion into Germany presents a unique opportunity, but it demands a careful
consideration of cross-cultural management issues. By delving into these complexities and aligning
strategies with both Indian and German cultural contexts, EcoWeave can foster a successful entry into
the German market. Therefore, below in-depth analysis examines key aspects, combining industry
studies and scholarly research, to ascertain the potential success of EcoWeave in the German market.

1. Market Fit and Consumer Behavior

EcoWeave's emphasis on eco-friendly products aligns perfectly with German consumer preferences.
Research by Euromonitor International indicates a growing trend in Germany towards sustainable
fashion, with consumers showing a willingness to pay more for eco-friendly products (Euromonitor
International, 2021). Moreover, a study conducted by Deloitte (2020) highlighted that 71% of German
consumers consider environmental friendliness an essential criterion for purchasing decisions.
EcoWeave’s commitment to sustainability caters directly to this demand, enhancing its market fit
(Deloitte, 2020).

2. Cultural Intelligence and Customer Engagement

EcoWeave's investment in cultural intelligence is substantiated by studies in the Journal of International

Business Studies, which emphasize the positive correlation between cultural intelligence and successful
cross-cultural interactions (Ang & Van Dyne, 2008). By integrating cultural intelligence into its customer
engagement strategies, EcoWeave ensures culturally sensitive marketing and customer interactions,
fostering trust and loyalty among German consumers.

3. Legal and Regulatory Compliance

Navigating legal complexities is vital for international businesses. EcoWeave’s focus on adhering to
German regulations is bolstered by research in the International Business Review, highlighting the
significance of legal compliance for foreign firms (Peng, Wang, & Jiang, 2008). By ensuring meticulous

13
adherence to legal norms, EcoWeave mitigates potential obstacles and establishes a strong legal
foundation in the German market.

4. Eco-Friendly Certifications and Blockchain Transparency

EcoWeave’s pursuit of eco-friendly certifications aligns with studies showing that certifications enhance
consumer trust and credibility (Delmas & Burbano, 2011). Furthermore, incorporating blockchain
technology in supply chain transparency, as supported by research in the International Journal of
Production Economics, ensures the authenticity of EcoWeave’s sustainable practices (Sarkis et al., 2019).
These strategies enhance the company’s reputation and resonate positively with environmentally
conscious German consumers.

5. Ethical Business Practices and Brand Credibility

EcoWeave’s commitment to ethical production practices enhances brand credibility (Maignan & Ferrell,
2004). Studies in the Journal of Business Ethics emphasize the importance of corporate social
responsibility in building brand trust and customer loyalty (Sen & Bhattacharya, 2001). EcoWeave’s
ethical initiatives contribute to a positive brand image, fostering customer loyalty and long-term success
in the German market.

5. Marketing Strategies and Local Cultural Sensitivity

Adapting marketing strategies to local cultural nuances is imperative for successful market penetration.
EcoWeave should conduct in-depth market research to understand German consumer behavior and
preferences. Tailoring marketing campaigns to resonate with local sensibilities and traditions can
enhance customer engagement (Hofstede, 1983). Additionally, collaborating with local influencers and
cultural experts can provide valuable insights, ensuring that EcoWeave's promotional activities are
culturally sensitive and well-received.

6. Customer Service and Communication Channels

Effective customer service is pivotal in building customer loyalty. Understanding the communication
channels preferred by German consumers is crucial. Germans value professionalism, clarity, and
efficiency in communication (Dörnyei, 1995). EcoWeave should invest in multilingual customer support,
ensuring seamless communication in both German and English. Moreover, incorporating German
language options in online platforms and customer service hotlines demonstrates a commitment to local
customers, enhancing their overall experience.

7. Social Responsibility and Community Engagement

Engaging with local communities and participating in social responsibility initiatives can foster positive
relationships. EcoWeave can collaborate with local environmental organizations, charities, or
educational institutions, showcasing its commitment to the well-being of German society. Active
involvement in community events and environmental projects not only enhances brand reputation but

14
also strengthens EcoWeave’s connection with the local community, instilling a sense of trust and
goodwill (Bhattacharya & Sen, 2004).

8. Adaptability and Flexibility

Remaining adaptable in response to market feedback and changing consumer preferences is crucial for
sustained success. EcoWeave should establish feedback mechanisms, encouraging customers to share
their experiences and suggestions. Regularly analyzing this feedback allows the company to make
necessary adjustments in its product offerings and services. Being flexible in adapting to market
demands ensures that EcoWeave stays relevant and competitive in the dynamic German fashion
industry (Cavusgil, Knight, & Riesenberger, 2017).

9. Talent Acquisition and Cross-Cultural Team Building

Building a diverse and culturally competent team is vital for fostering innovation and understanding
local market dynamics. EcoWeave should focus on hiring local talent, individuals who understand the
German market intricacies. Cross-cultural team-building activities and training programs can promote
synergy among team members from different cultural backgrounds, enhancing collaboration and
creativity (Gudykunst & Kim, 2003). A harmonious and culturally diverse workforce is instrumental in
navigating cross-cultural challenges and driving business growth.

10. Continuous Monitoring and Adaptation

Market dynamics and consumer preferences are subject to change. Continuous monitoring of market
trends, competitor activities, and customer feedback is essential. EcoWeave should establish a robust
market intelligence system to stay abreast of industry developments. By being proactive and adaptive,
EcoWeave can swiftly respond to emerging challenges and capitalize on new opportunities, ensuring the
sustainability of its business in the German market (Peng, 2008).

Considering above practices, it is highly recommended that EcoWeave proceeds with its expansion into
Germany. The company’s alignment with German consumer preferences, coupled with its commitment
to sustainable and culturally sensitive practices, positions EcoWeave for success in the competitive
German fashion industry. The unique qualities of khadi fabric, engraved with effective cross-cultural
management strategies, provide a strong foundation for success in the German market.

15
CONCLUDING REMARKS

In essence, EcoWeave’s success in Germany hinges on its ability to maintain cultural sensitivity, uphold
ethical standards, embrace adaptability, and engage meaningfully with the local community. Expanding
a khadi clothing business from India to Germany requires a deep understanding of cultural differences
and effective cross-cultural management strategies. By embracing cultural diversity, adapting to local
market needs, and promoting eco-friendly practices, EcoWeave can establish a strong presence in the
German fashion industry. Continuous adaptation, cultural intelligence, and a commitment to sustainable
fashion will be key drivers for the company’s success in this cross-cultural business venture.

By integrating these factors into its core business strategies, EcoWeave is not just expanding its market
reach but also establishing a legacy of sustainable, culturally aware, and socially responsible business
practices in the heart of Europe. As EcoWeave embarks on this transformative journey, it stands as a
testament to the power of cross-cultural understanding and ethical business conduct in fostering global
harmony and commercial prosperity.

16
BIBLIOGRAPHY

List of Figures

Figure 1 – EcoWeave Logo (Source: Self-Developed)

Figure 2 - Hofstede’s Cultural Dimensions (Source: Self-Developed)

List of Tables

Table 1 – Key Pillars of EcoWeave’s Strategy (Source: Self-Developed)

Table 2 - Fundamental Cultural Disparities between India and Germany (Source: Self-Developed)

17
References

Ang, S., & Van Dyne, L. (2008). Conceptualization of Cultural Intelligence: Definition, Distinctiveness, and
Nomological Network. In S. Ang & L. Van Dyne (Eds.), Handbook of Cultural Intelligence: Theory,
Measurement, and Applications (pp. 3-15). M.E. Sharpe

Ang, S., & Van Dyne, L. (2008). Conceptualization of Cultural Intelligence: Definition, Distinctiveness, and
Nomological Network. Journal of International Business Studies, 39(4), 58-76

Bae, J., Qian, S., & Maksimov, V. (2018). Legal Distance, Cognitive Distance, and Initial Foreign Market
Entry: Interactions in Explaining Foreign Market Entry Mode Choices of Professional Service Firms.
Journal of International Business Studies, 49(6), 704-728

Bennett, M. J. (1986). A Developmental Approach to Training for Intercultural Sensitivity. International

Journal of Intercultural Relations, 10(2), 179-196

Bhattacharya, C. B., & Sen, S. (2004). Doing Better at Doing Good: When, Why, and How Consumers
Respond to Corporate Social Initiatives. California Management Review, 47(1), 9-24

Cavusgil, S. T., Knight, G., & Riesenberger, J. R. (2017). International Business: The New Realities.
Pearson

Cleveland, M., Laroche, M., & Hallab, R. (2013). Cultural Intelligence in Marketing Research: An
Assessment and Recommendations. International Journal of Research in Marketing, 30(2), 14-31

Delmas, M. A., & Burbano, V. C. (2011). The Drivers of Greenwashing. California Management Review,
54(1), 64-87

Deloitte. (2020). Fashion & Sustainability: The State of Fashion 2020. Retrieved from Deloitte

Deng, Z., Liu, S., & Zhang, J. (2019). The Determinants of Trust in Blockchain Technology. Industrial
Management & Data Systems, 119(7), 1577-1596

Dörnyei, Z. (1995). On the Teachability of Communication Strategies. TESOL Quarterly, 29(1), 55-85

Earley, P. C., & Ang, S. (2003). Cultural Intelligence: Individual Interactions across Cultures. Stanford
University Press

Euromonitor International. (2021). Sustainable Fashion in Germany: Key Trends and Developments.
Retrieved from Euromonitor International

European Commission. (2018). EU Ecolabel and Blue Angel: Competing Ecolabels. Retrieved from
https://ec.europa.eu/environment/ecolabel/documents/eu_ecolabel_vs_blue_angel.pdf

18
Gudykunst, W. B., & Kim, Y. Y. (2003). Communicating with Strangers: An Approach to Intercultural
Communication. McGraw-Hill

Gudykunst, W. B., & Kim, Y. Y. (2017). Communicating with Strangers: An Approach to Intercultural
Communication. Routledge

Hofstede, G. (1983). The Cultural Relativity of Organizational Practices and Theories. Journal of
International Business Studies, 14(2), 75-89

Hofstede, G. (2001). Culture's Consequences: Comparing Values, Behaviors, Institutions, and

Organizations Across Nations. Sage Publications

Jahankhani, H., Kendzierskyj, S., & Jamal, A. (2018). Securing the Supply Chain via Adoption of Blockchain
Technology: A Theoretical Framework. Logistics, 2(1), 1-13

Loureiro, M. L., & Lotade, J. (2005). Do Fair Trade and Eco-Labels in Coffee Wake Up the Consumer
Conscience? Ecological Economics, 53(1), 129-138

Maignan, I., & Ferrell, O. C. (2004). Corporate Social Responsibility and Marketing: An Integrative
Framework. Journal of the Academy of Marketing Science, 32(1), 3-19

Morgeson, F. P., Reider, M. H., & Campion, M. A. (2017). Reviewing Employee Turnover: Focusing on
Proximal Withdrawal States and an Expanded Criterion. Psychological Bulletin, 143(2), 135-159

Peng, M. W., Wang, D. Y. L., & Jiang, Y. (2008). An Institution-Based View of International Business
Strategy: A Focus on Emerging Economies. Journal of International Business Studies, 39(5), 920-936

Robertson, C. J., & Fadil, P. A. (1999). Globalization and Cross-Cultural Management Research.
International Journal of Commerce & Management, 9(2), 73-91

Sarkis, J., Cohen, M. J., Dewick, P., & Schröder, P. (2019). A Brave New World: Lessons from the COVID-
19 Pandemic for Transitioning to Sustainable Supply and Production. International Journal of Production
Economics, 228, 107904

Sen, S., & Bhattacharya, C. B. (2001). Does Doing Good Always Lead to Doing Better? Consumer
Reactions to Corporate Social Responsibility. Journal of Marketing Research, 38(2), 225-243

Schwarz, A., Hunter-Jones, P., & Hurley, R. F. (2018). Using Data Analytics to Drive Customer Loyalty in
Retail. Journal of Business Research, 87, 373-380

Smith, P. B., Peterson, M. F., & Schwartz, S. H. (2002). Cultural Values, Sources of Guidance, and Their
Relevance to Managerial Behavior: A 47-Nation Study. Journal of Cross-Cultural Psychology, 33(2), 188-
208

Svendsen, M. (2016). Universal Ethical Code for Businesses: Unattainable Ideal or Realistic Goal? Journal
of Business Ethics, 137(2), 167-184

19
Thomas, D. C., & Inkson, K. (2009). Cultural Intelligence: People Skills for Global Business. Berrett-
Koehler Publishers

Thomas, D. C., Elron, E., Stahl, G. K., Ekelund, B. Z., & Ravlin, E. C. (2019). Cultural Intelligence: A Theory-
Based, Short Form Measure. Journal of International Business Studies, 50(2), 280-294

Zhang, Y., Han, J., & Guo, L. (2018). Blockchain-Based Transparent Supply Chains for Sustainable
Development. IEEE Access, 6, 45177-45184

20