Beyond Confucianism: embracing Asia’s cultural diversity in cross-cultural business research

Abstract This perspectives paper critically examines the dominance of the Confucian values framework in cross-cultural business research on Asia, contending that the current literature pays disproportionately greater attention to East Asia due to its economic prominence. While Confucian principles have significantly shaped East Asian societies, they are less relevant for understanding the cultural values of other Asian regions such as Central, South, and Southeast Asia. We highlight three key considerations for values research in non-Confucian, Asian societies: cultural heritage, within-country diversity, and linguistic challenges. To better understand the cultural complexity of each Asian society, we present an overview of the most common cultural diversity indices used in political economy and international business literature. These indices consider the salient dimensions of cultural diversity within each society, including language, ethnicity, and religion. By adopting a more inclusive approach, our research will enhance the accuracy of future cross-cultural business studies.