Convergence and divergence: central concepts in strategic human resource management and marketing in an international context

Competing pressures for global integration and local differentiation present many challenges and opportunities for international management. This paper explores the implications of global-local tensions for multinational enterprises (MNEs). The convergence-divergence debate in the international management literature is reviewed, with particular attention to the emic-etic distinction. We suggest that complex forces for convergence and divergence are influential across multiple levels and have implications for several areas of international management, including international marketing and strategic human resource management (SHRM). We review the development of theory and research related to SHRM, and suggest that the convergence-divergence influences on SHRM are also applicable to international marketing.