Research on how multinational firms deal with home–host cultural differences argues that cultural differences are minimized and assumes that foreign cultures are homogenous. In this paper we relax the cultural homogeneity assumption. In the presence of cultural variation in host countries the...

Quantitative culture research is dominated by Hofstede’s framework, which is based on survey data collected in the late 1960s and early 1970s. As countries develop economically, modernization theory predicts shifting societal values, which likely affect country’s scores on Hofstede’s...