An emic-etic-emic research cycle for understanding context in under-researched countries. (April 2022)

• Record Type: Journal Article
• Authors: Galperin, Bella L; Punnett, Betty Jane; Ford, David; Lituchy, Terri R
• Is Part Of: International journal of cross cultural management. Volume 22:Number 1(2022)
• Page Start: 7
• Page End: 35
• Publication Date: 2022-04
• Subjects: Emic -- etic -- multi-method research -- international management -- mixed methods -- decolonial approaches; Corporate culture -- Periodicals; Cross-cultural studies -- Periodicals; International business enterprises -- Management -- Social aspects -- Periodicals; 658.049
• DOI: 10.1177/14705958221075534
• Languages: English
• ISSNs: 1470-5958

Abstract

Given the importance of understanding the context of management issues in the world, this article discusses the role of both emic (developing culture-specific concepts) and etic (applying concepts across cultures) research in the international management literature. This paper proposes a more comprehensive mixed methods research cycle that can provide researchers with a deeper understanding of the context in under-researched countries. Using a decolonial lens, this theoretical paper proposes that an emic-etic-emic cycle is the best way to disaggregate contextual issues in organizational research, particularly when dealing with human issues in management. By examining a research project on leadership in Africa and the African diaspora from decolonial perspective, our proposed emic-etic-emic cycle (1) stresses the importance of using an emic approach in addition to the dominant etic approach in cross-cultural management; (2) provides researchers with a deeper understanding of context in under-researched countries; and (3) contributes to decolonial approaches to management, which call for a symmetrical dialogue across borders which decentralizes the dominant Western approach, and provides a deeper understanding of management from an indigenous and local perspective. Contextualizing research using the emic-etic-emic cycle can enhance rigor and relevance of the research.