Technology transfer models across cultures: Brunei‐Japan joint ventures

Cultural aspects play an important role in technology transfer. Some member economies of the Asia Pacific Economic Cooperation (APEC) have recently conducted joint venture studies with a common theme that cultural aspects are of crucial significance for both the suppliers and recipients of technology. This paper presents in part some of the results of the study conducted in Brunei Darussalam. The study focuses on Brunei‐Japan joint ventures located in Brunei. Based on these results, this study suggests three types of technology transfer models across cultures; that is, a success model, a partial success model, and a minimal success model. This investigation supports the general assertion that continuing changes in cultural values do bring about changes in work values and that, to accommodate different values, some changes in cultural aspects need also be accommodated. Thus, an organization may have to accept fusion of cultures and lowering of cultural barriers to facilitate the process of technology transfer.