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The Emic-Etic-Emic Research Cycle (AIB Insights Vol 17 No 1 (2017 Q1)) Insights from the Lead Project Te Emic-Etic-Emic Research Cycle Betty Jane Punnett, University of the West Indies, Cave Hill Campus, Barbados David Ford, University of Texas at Dallas, Texas, USA Bella L. Galperin, University of Tampa, Florida, USA Terri Lituchy, CETYS Universidad, Mexicali, Mexico Introduction understand the role of the context when conducting IB research, but the literature often does not sufciently address the contex- Tis paper discusses a research approach that we believe is ap- tual factors (Teagarden, Von Glinow, & Mellahi, 2015). In his- propriate for IB researchers dealing with under-researched coun- torical terms, Birkinshaw, Brannen, and Tung (2011) noted that tries, from an indigenous perspective. We argue that combining the IB feld was founded on studies employing rich qualitative emic and etic research approaches, in an emic-etic-emic cycle, research, but more recently a trend toward positivistic empirical is the best way to disaggregate contextual issues in IB research. methods in the social sciences has led to quantitative methods be- We use the Leadership Efectiveness in Africa and the African coming more the standard in the feld. Scholars who have studied Diaspora (LEAD) research project to explicate the cycle that we management in emerging markets have largely adopted an etic propose. Te paper briefy discusses the nature of emic and etic approach and used quantitative methods, and Shackman’s (2013) research and outlines how these research approaches were used review of the international business literature found structural in the LEAD project. Te focus of this paper is on a method- equation modeling to be the most widely used technique. Bir- ological approach, which provides both breadth and depth to kinshaw et al. (2011) argued that this evolution of the feld has IB research. resulted in missed opportunities to better understand processes and contexts, and that qualitative methods can provide a ground- Over the past twenty years, management scholars have noted ed and deeper perspective. Similarly, Buckley, Chapman, Clegg, that management knowledge is severely biased toward “western” and Gajewska-De Mattos (2014) noted that emic approaches perspectives, and “while many business leaders have taken up the and qualitative methods can generate new conceptualizations and call to address the issues surrounding entrenched poverty in the interpretations of the complex contextual factors involved in IB world, management scholars have been slower to respond” (Bru- research and practice, especially in emerging economies. ton, 2010: 1). Similarly, Das et al. (2009) found that research pa- pers published in mainstream economic journals were linked to Tis paper argues that cross-cultural studies should combine ap- level of development, and countries with the lowest incomes and proaches to better understand the context in under-researched weakest economies received the least attention. Scholars have countries. Te LEAD research project goes beyond the use of also suggested that we need to understand management from diferent methods, because we use the various approaches to an indigenous, or local, perspective as well as within the global build on each other. Some researchers (e.g., Greenfeld, 1996) context, and that we need to develop locally-driven management have recognized that selecting an approach depends on the stage concepts and measures (Holtbrugge, 2013). We can achieve this of research. Tat is, the emic approach serves best in explorato- understanding only if we do research in under-researched coun- ry research, and the etic approach is best for hypothesis testing. tries, and incorporate indigenous concepts and measures into We argue that the interplay between perspectives within the re- our global research. We can then explain what is unique to some search process are especially valuable. We encourage researchers countries, and how countries compare on variables of interest. to consider using an emic-etic-emic cycle to further enhance un- derstanding of management in diferent IB contexts. Figure 1 Increased globalization makes it especially important to outlines the research process used in the LEAD project. Vol. 17, no. 1, 2017 3 The Nature of Emic Using the Emic-Etic-Emic and Etic Research Research Cycle Tere have been a number of papers through the 1990s, and Where little empirical research has been done, emic research is more recently, discussing emic and etic research issues, notably critical. We need to know how people in under-researched places a special issue on the topic (Elsbach, Sutton, & Whetten, 1999) view the constructs of interest; otherwise, researchers impose a and a paper on emics and etics in cross-cultural studies (Peter- particular view, developed elsewhere. While valuable, knowledge son & Ruiz Quintella, 2003). Tere are ongoing debates over based on emic research alone often does not allow for statistical the value of emic research versus etic research. Each approach comparisons among groups. In order to more clearly understand has proponents and defendants, and opponents and detractors how groups are similar or diferent, etic research across groups is (e.g., Brannen, 1996; Jahoda, 1983). Te discussion often fo- also necessary. Te LEAD project focuses on countries in Africa cuses on which is the “better” approach. We contend that such and groups that comprise the African Diaspora (people of Afri- arguments are misleading, because both approaches when used can descent who reside outside of the African continent). Tese together are “better” than when used individually, especially in area are clearly under-researched; thus an emic approach to be- under-researched areas. One concern in the emic-etic debate gin with was appropriate. Te research approach was facilitated is that the meaning of the terms is not always clear and they by having a cross-cultural team, in order to avoid as much as are not always used consistently. For our purposes, we describe possible, researcher-imposed biases. the “emic” approach as beginning with a “blank page” and al- lowing research participants to defne and explain the concepts Te research began with a Delphi Technique where “experts” of interest in their own words. In contrast, the “etic” approach (knowledgeable people) in leadership positions were asked to uses defnitions and explanations drawn from all the countries defne, then refne, the details of the concepts to be measured included in the research, and these are incorporated into a survey (culture and leadership). Te Delphi was followed by focus instrument that can be used in a large-scale study across cultures groups, consisting of lower-level managers, supervisors and em- and countries. Te etic stage allows for statistical tests for sim- ployees, and students who responded to open-ended questions ilarities and diferences both within and between cultures and about culture and leadership. We selected the Delphi Technique countries. Results of the etic stage are further refned through to begin because we wanted participants themselves to defne the additional emic research. We believe that using emic approaches concepts and we felt that initially this should be done by knowl- to develop etic ones, and exploring etic results through further edgeable people in each country. Te Delphi asked open-ended emic research, provides a holistic look at research questions in questions, and respondents’ answers were collated and returned under-researched areas. Te combined emic-etic-emic cycle an- to all respondents in as many “rounds” as necessary to obtain swers the calls for indigenous research in under-researched areas consensus. of the world while it also addresses researchers’ desire to compare and contrast management in diferent locations. Following the Delphi process, we wanted to get input from Figure 1. Model of Iterative Research Process Time 1 (emic) Time 2 (etic) Time 3 (emic) Initial Exploration Initial Exploration Subsequent Exploration Delphi/Focus Groups Survey Data Interviews/Focus Groups Later Refnements Later Refnements Later Refnements Key Issues, Concepts, Derived Etic Constructs/ Refned Perspectives about Opinions Identifed Refned Survey Questionnaire Phenomenon Under Study Merged Perspectives about Initial Universal Phenomenon Under Study Theoretical Framework 4 AIB insights people who would not be considered experts, and we felt the leadership context?” Such an emic-etic-emic cycle allows one to best approach would be to conduct focus groups. Tis allowed a achieve both depth and breadth in research. Each subsequent group of people to discuss the same open-ended questions that phase of the research cycle is informed by the results of the prior had been used in the Delphi. As with the Delphi, we felt that phase, and the fnal emic phase will provide theoretical ground- this avoided the researchers imposing their own ideas, and that ing for, and ultimately infuence, the fnal set of merged per- the results would refect the thinking of the participants. We be- spectives from the etic and emic phases. Te project is currently lieve these two emic approaches – Delphi Technique plus fo- collecting responses to open-ended questions on efective leader- cus groups – provided a valuable design for this research project ship from local managers (insiders) and expatriates (outsiders) in where it was important to avoid researcher bias. a variety of countries. Te responses from the Delphi and Focus Groups provided the Te focus of this paper is on a methodological approach, which basis on which
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