Immediate or Delayed? Exploring the Processual Dynamics of Cross-Cultural Code-Switching Among High-Context Members in Global Virtual Teams

This study examines how high-context (HC) members of global virtual teams (GVTs) engage in cross-cultural code-switching with low-context (LC) counterparts. It asks: How does the cross-cultural code-switching process unfold among high-context GVT members during virtual collaboration? Using a qualitative approach, semi-structured interviews were conducted with Malaysian professionals in multinational corporations (MNCs) with GVT experience. Data was thematically analysed to identify adaptation patterns. Findings reveal a three-phase model of cross-cultural code-switching (C3S): initiation (establishing relational grounding), switching (adjusting communication based on context), and internalization (habitual adaptation). This process highlights the strategic and fluid nature of adaptation in virtual interactions.