All else being equal, if you could choose between sourcing services in a country that has a culture similar to your own or one with a different culture – which one would you choose?
Our observation is that, when confronted with that choice, most managers opt for the "cultural proximity" option.
But data show that you may want to think twice before you embark on the "easier" road.
Together with Prof. Dehon and Prof. Garcia Prieto, we studied the influence of cultural dif...
