Ambicultural sensitivity and resource dynamism in B2B relationship: an international dynamic marketing capabilities perspective
Bibliographic record
Abstract
Purpose This study aims to investigate ambicultural sensitivity using the lens of international dynamic marketing capabilities. Specifically, it examines how ambicultural sensitivity and its elements – cognitive understanding, emotional aptitude and behavioral adaptation – shape micro-, meso- and macro-level consequences in business-to-business (B2B) contexts. Design/methodology/approach An abductive qualitative methodology was used, integrating semi-structured interviews with 25 professionals from multinational corporations operating in Indonesia. These individuals were drawn from various sectors, including education, not-for-profit, energy, technology and creative agencies. Data was collected over three months and analyzed using thematic analysis and descriptive coding to identify key themes and insights. Findings The study identified ambicultural sensitivity as a multifaceted construct encompassing cognitive understanding, emotional aptitude and behavioral adaptation. These dimensions collectively correlate with enhanced intercultural competence and effective B2B engagements. At the micro level, heightened ambicultural sensitivity is associated with identifying cultural misalignments and strengthening positive intra-organizational relationships, thereby facilitating resource reallocation and reconfiguration. At the meso level, it is linked to productive dialogues and collaboration, integrating diverse cultural perspectives into strategic planning. At the macro level, embedding ambicultural sensitivity into organizational routines is related to enhanced dynamic capabilities, ensuring cultural awareness and agility in responding to global market changes. Research limitations/implications The study is limited by its focus on a specific geographic region and the relatively small sample size, which may affect the generalizability of the findings. Future research could expand to other regions and include a larger sample for more holistic understandings. Originality/value This research contributes to the B2B marketing literature by extending the understanding of ambicultural sensitivity. It offers a novel framework for understanding how understanding, appreciating and integrating diverse cultural elements can enhance strategic decision-making and operational effectiveness in international marketing, providing valuable insights for managers in multicultural settings.
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.003 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.003 | 0.006 |
| Scholarly communication | 0.007 | 0.004 |
| Open science | 0.000 | 0.006 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.005 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".