In a human system, a major proportion of behavioural attributes and values are determined by respective cultures and interaction with other cultures. Cultural and cross-cultural psychology has emerged as an interdisciplinary area that explores how a culture regulates society and its business, how cross-cultural interactions affect the psychologies of individuals as well as societies, behavioural variability under various cultural conditions, and how to harmonize the cultural diversities. Organizationally and philosophically, cultural and cross-cultural psychology differs from other areas of social sciences. It is a common phenomenon that as people engage with cultural practices, their thoughts, feelings, and behaviours come to reflect their cultural values and beliefs. As a process, people formulate, replicate, transform and/or transmit their cultural practices in their daily social and/or business interactions.
This edited book 'Handbook of Research on Cultural and Cross-cultural Psychology', is focused on dynamics that amplify knowledge, skills, and behaviors relevant to deal with different cultural and cross-cultural issues. All the chapters suggest that ‘relevance’ and ‘being critical’ are qualities widely attributed to efforts that fill the gaps between theory and practice in cultural and cross-cultural psychology.

List of Figures
List of Tables

Foreword
Prof. Dr. Dileep Kumar M.
Deputy Vice Chancellor (DVC) Nile University of Nigeria

Preface
Chandan Maheshkar
East Nimar Society for Education (ENSE), Indore, India
Vinod Sharma
SCMHRD, Symbiosis International University Pune, India

Acknowledgements

Chapter 1 Cross-Cultural Business and Management: Opportunities and Challenges
Chandan Maheshkar
East Nimar Society for Education (ENSE), Indore, India
Vinod Sharma
SCMHRD, Symbiosis International University Pune, India

Chapter 2 Managing in Chinese Cultural Settings: An Institutional Economic Perspective
Jeremy Kwok
University of Exeter, England

Chapter 3 Managing Cultural Differences: An Ethnographic Case Study of Cameroon
Yvonne Kamegne
Towson University, USA
Joyram Chakraborty
Towson University, USA

Chapter 4 Harnessing Cultural Intelligence in Cross: Cultural Business and Management
James Phelan
Veterans Health Administration, The Ohio State University, Columbus, USA

Chapter 5 Breaking the Borders: An Overview of Cultural Intelligence
Rupa Rathee
Deenbandhu Chhotu Ram University of Science and Technology, India
Madhvi Lamba
Deenbandhu Chhotu Ram University of Science and Technology, India

Chapter 6 Business Management Theories: Relevance and Implications in Cross-Cultural Business World
Tarika Nandedkar
Institute of Business Management and Research (IPS Academy), Indore, India
Amit Kumar
Institute of Business Management and Research (IPS Academy), Indore, India

Chapter 7 Online Group Buying Behavior: A Comparison of USA, China and Indian Markets
Rachna Bajaj
Freelance Consultant
Gaurav Gupta
Christ University, Delhi-NCR, India
Rachna Bansal
Sharda University, India

Chapter 8 Greenhouse Effect: The Driver for the Convergence in the Cross-Cultural Business Ethics
Rauno Rusko
University of Lapland, Finland

Chapter 9 Cultural Cosmopolitanism: Blurring the Lines of Cultural Demarcation
Deepti Sinha
CHRIST (Deemed to be University), India
Sachin Sinha
CHRIST (Deemed to be University), India

Chapter 10 Reproduction of Paternalism: A Neo-Institutionalist Perspective on Power Relations in Domestic Private Enterprises in China
Xiaodan Zhang
York College, City University of New York, USA

Chapter 11 Implications of Cross-Cultural Diversity in Global Virtual Teams
Arti Sharma
Jindal Global Business School, India
Sushant Bhargava
Indian Institute of Management (IIM) Jammu, India

Chapter 12 Implications of Cross-Cultural Business Communication in the Digital Environment
Chandra Sekhar Patro
Gayatri Vidya Parishad College of Engineering (A),
Visakhapatnam, India

Chapter 13 ‘We Can’t Go Back to Normal’: Global Value Chain Approach to Diversity Management in Multinational Enterprises
Rifat Kamasak
Yeditepe University, Istanbul, Turkey
Mustafa F. Ozbilgin
Brunel University, London, UK
Kurt April
University of Cape Town, South Africa
Meltem Yavuz Sercekman
Brunel University, London, UK
Joana Vassilopoulou
Brunel University, London, UK

Chapter 14 Entrepreneurial Socio-Interculturality in Higher Education: A Case on a Postgraduate Program in Economics and International Business of an Indigenous University
José G. Vargas-Hernández
Instituto Tecnológico José Mario Molina Pasquel y Henríquez, Unidad Zapopan, Jalisco
Ernesto Guerra García
Autonomous Indigenous University of Mexico, México

Bibliography
About the Contributors
Index

Dr. Chandan Maheshkar is one of the founders of the 'East Nimar Society for Education' (2019), dedicated to quality improvement in higher education and the development of educator competencies. As a Senior Consultant, he has served the Centre for Internal Quality Assurance (CIQA), and the Madhya Pradesh Bhoj (Open) University, Bhopal, India. In various academic roles, he is associated with several management institutes in central India, including the University of Indore. Dr. Maheshkar earned his MBA and Ph.D. from the University of Indore, India. In 2014, the University of Indore awarded him the 'Golden Jubilee Research Scholarship' on the occasion of the completion of its successful 50 years. Business education, HRD, Cross-Culture Business, and organizational behavior are the core areas of his research interests. His research papers and book chapters have been published in journals of international repute and edited collections by Sage, Emerald, Taylor & Francis, IGI Global and others, respectively.

Jayant Sonwalkar is the Professor of marketing and international business at Devi Ahilya University, Indore (formerly known as the University of Indore). As Vice-Chancellor, he has served the Madhya Pradesh Bhoj (Open) University, Bhopal, India. Also, he served various management institutes and industries in different roles, including the University of Indore (IMS, DDE, and SJMC) and the All India Management Association (AIMA, New Delhi). Dr. Sonwalkar earned his Ph.D., MBA, and MA (History) from the University of Indore, India, and his MA (Social Work) from Delhi University. Marketing Management, International Marketing, Advertising and Brand Management, Product Policy Management, Human Resource Management, and Business History are his core areas of academic interest. He has made a significant contribution in promoting higher education through the Open and Distance Learning (ODL) mode in central India. He published nearly 85 papers in various journals of national and international repute.

Cross-Cultural Business; Cross-Cultural Management; International Business; Managing Cultural Diversity; Cultural Barriers; Cross-cultural Competencies; Cross-Cultural Learning; Cultural Sensitivity; Multi-Cultural Organizations; Cross-Cultural Intelligence; Cultural Intelligence; Cross-Cultural Business Ethics; Cross-Cultural Workplace Conflicts; Inclusion Practices; Cross-Cultural Negotiation; Diversity Management