To complement past emphasis on understanding other cultures, the field of intercultural business communication needs a stronger focus on understanding oneself. Cultural identity is an individual's sense of self derived from formal or informal membership in groups that transmit and inculcate knowledge, beliefs, values, attitudes, traditions, and ways of life. A broad conception of cultural identity should not privilege nationality but instead should balance components related to vocation, class, geography, philosophy, language, and the social aspects of biology. Cultural identity changes over time and evokes emotions. It is intertwined with power and privilege, affected by close relationships, and negotiated through communication. The proposed model of cultural identity highlights components directly related to business, such as economic class and professional affiliation, and demonstrates how culture not only connects people but also defines them as unique individuals. This model can expand research and enrich teaching in intercultural business communication.
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