Abstract
Cross-cultural management research made an international breakthrough from a macro-comparative perspective with the seminal work of Hofstede. The main purpose of early research in this field was to put forward the idea that culture had an influence on organizations, business and management. Yet, by now, the awareness that culture and cultural differences play their role has become a part of the organizational and managerial body of knowledge. Hence, the current question to be investigated is how exactly culture – or the perception of cultural differences – becomes important and meaningful in complex and often paradoxical situations. This question is based on the understanding that the cultural context of every given situation, interaction or organization might be characterized by multiple elements, dormant or salient cultural identities, complex and fluid processes of meaning making and more. This special issue contributes to this new development in the field of cross-cultural management.