Dynamic versus static culture in international business: a study of Spanish banking in China

Purpose The purpose of this paper is to empirically identify two types of cultural perspective in cross‐cultural management studies: dynamic versus static perspectives, in particular their interaction in the international business of the firm. Design/methodology/approach The paper adopts an exploratory approach using qualitative data. After two phases of data collection, the management by values concept is taken to identify both the manifested and latent levels of characteristics of these two different approaches to cross‐cultural management in international business. Findings The study results identify the characteristics of two cultural perspectives: dynamic versus static. Tables on static cultural comparison and the acculturation process illustrate their different natures and highlight their potential implications for further business and theoretical development. Originality/value The paper empirically identifies dynamic and static cultural perspectives in international business process, highlighting the relevance of distinguishing these two perspectives in the globalizing business world. The characteristics of dynamic and static culture illustrated build a base for further research in this line for international business and cross cultural management.