Cross-cultural management research is often confined to the positivist tradition, which is archetypically illustrated by the seminal work of Hofstede. However, this gives an incomplete overview of the field to which three additional research paradigms contribute: interpretivist, postmodern, and critical. Our ambition is to raise awareness of the presence of multiple paradigms in cross-cultural management research. This meta-theoretical positioning allows researchers to consider the insights and contributions from the different paradigms. We aim to achieve this by presenting a brief overview of the state of the field in each paradigm, thus, stressing areas of studies that enrich our understanding of the interaction between culture and management (at the national, organizational, interpersonal, and individual levels). We then highlight the specific contributions of these four paradigms, drawing especially upon the postmodern and critical works, as they have been repeatedly overlooked in reviews. The article concludes by mentioning how more interactions between the paradigms can be developed and can lead to further knowledge development.

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Cross-cultural management (CCM) research comprises a variety of disciplines with different thematic, paradigmatic, and methodological assumptions. Since there has been no systematic analysis of the development of topics, paradigms, and methods, this article draws a landscape of these analyzing 777 articles published in two leading journals between 2001 and 2018. Results show that corporate culture, human resource management, and cultural dimensions are main topics in CCM and that positivist and quantitative papers outweigh interpretive and qualitative articles. We examine a convergence of the positivist and interpretive paradigm in 2016 and 2017, what might indicate a possible upcoming paradigmatic shift in CCM. However, positivist articles rise again since 2017. Using computer-aided tools, this study serves as a basis for future literature reviews.

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Paradigms are basic assumptions about how social reality is perceived, understood and explained. Whereas most research is based on a single paradigm, few empirical papers show the advantages of using multiple paradigms within a study. This article pleads for multi-paradigm studies in cross-cultural management research in order to reach a more multifaceted representation of cultural phenomena. This is particularly consistent with the field of cross-cultural management, because it would be ethnocentric to consider intercultural situations only from one perspective, usually that of one’s own culture. The argument corresponds to the ambition of cross-cultural management to respect and adopt multiple (cultural) perspectives and, analogously, to achieve a ‘paradigmatic ethnorelativism’. Based on an intercultural situation, and therefore going beyond meta-theoretical reasoning, this article demonstrates multi-paradigmatic sensitivity in terms of the functionalist, interpretive and critical paradigms. The use of these theoretical concepts leads to multiple angles and a less ‘ethnocentric’ position, and hence to more nuanced knowledge creation with regard to the intercultural situation. The ‘blind spots’ of each paradigm, but also their complementarities, are discussed. Consequently, this article raises theoretical and practical implications for cross-cultural management by offering a way to a richer understanding of intercultural situations through openness to different paradigms.