ABSTRACT
This chapter examines the literature on multicultural management for managing the better research and development (R&D) and marketing interface. It also examines how professional biculturalism training may be used to increase the efficiency and efficacy of interdisciplinary collaborations in R&D mixed work teams. Professional biculturalism is likely to increase creativity in solving problems. Professional biculturalism training facilitates professional cultural frame-switching and fosters effectiveness in intercultural communication. Professional cultures are like national cultures in that they are reproduced through institutionalization of cultural practices. In professional cultures, institutionalization occurs through academia, example, professional codes, textbooks, training programs, and in-class social interactions. Research on bicultural psychology has provided consistent evidence for the phenomenon of bicultural frame-switching in the context of national cultures. If the professional identity of their co-worker can trigger professional cultural frame-switching rapidly and spontaneously, similar to national biculturalism, then professional cultural frame-switching may be used effectively to mitigate the impact of intellectual centrism.
