Ambicultural sensitivity and resource dynamism in B2B relationship: an international dynamic marketing capabilities perspective

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.