Transculturalism and its effects on the internationalisation of markets: A conceptual framework

Abstract

There is considerable literature in the field of cultural profiles, intercultural exchange and in how disparate cultural environments influence business exchange. Existing relevant literature addresses select marketing issues such as how communications are developed, their effectiveness within individualistic and collectivistic cultures, and the like. This study examines how intercultural overlapping may produce a transculturalistic environment that can help enhance market development. It addresses the challenges associated with intercultural symbiosis as individualistic and collectivistic cultures interact to achieve their goals. It argues that exchange between low-context and high-context cultures produces intercultural confluence, creating a confluent culture, which is catalytic to expediting market development. The study uses propositions through which it argues that individualistic and collectivistic cultures converge within a social context. The paper generates insights and offers an incipient framework with which to rationalise the confluence of individualistic and collectivistic cultures.