Purpose – Drawing on Fang’s (2012) Yin Yang theory of culture while taking up the roadmap proposed by Li
(2016) for applying the epistemological system of Yin Yang balancing to complex issues in management
research, in general, and to paradoxical issues, in particular, the purpose of this paper is to explore how
organizations and individuals in the West can balance cultural paradoxes and manage culture dilemmas
through the lens of Yin Yang wisdom.
Design/methodology/approach – The paper is based on a qualitative case study. Data are gathered
through interviews, documents, and field observations in four subsidiaries of an Italian insurance
multinational corporation and were analyzed according to the three parameters, i.e., situation, context, and
time (Fang, 2012).
Findings – The findings show how the integration and learning from seemingly opposite cultures and sets of
values lead the organization and individuals to balancing cultural paradox and managing cultural dilemma
Q1 effectively. With regard to situation, the authors find that both organizations and customers choose the most
relevant value(s) to take advantage of specific events or circumstances, and that different value orientations
can coexist. As for context, the authors show that organizations can adapt their values either through
suppression and/or promotion, which can foster individuals to find new balancing within the paradox. In
terms of time, the authors show that the process of learning from other cultures over time can play a role in
the shift of people’s and organizations’ choices of attitudes and value orientations.
Research limitations/implications – The findings show how integrating and learning from seemingly
opposite cultures and sets of values lead the organization and individuals to balance cultural paradoxes and
manage cultural dilemmas effectively. With regard to situation, the authors find that both organizations
and customers choose the most relevant value(s) to take advantage of during specific events or under certain
circumstances, and that different value orientations can coexist. As for context, the authors show that
organizations can adapt their values either through suppression and/or promotion, which can foster
individuals to find new balance within the paradox. In terms of time, the authors show that the process of
learning from other cultures over time can play a role in the shifting of people’s and organizations’ choices
of attitudes and value orientations.
Originality/value – The paper suggests the relevance and usefulness of adopting Yin Yang wisdom to
uncover the dynamic process of cultural learning in Western scenarios.
