Using Cultural Archetypes in Cross-cultural Management Studies

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Why is it important?

This is an important new perspective, as studies examining the effects of culture on intentions and behaviors within organizations often focus on either the direct or moderating effect of single cultural value dimensions, or on the moderating effect of country as a proxy of culture. However, culture is i) a multidimensional construct that ii) does not necessarily entirely correspond to particular countries. Disregarding these realities means turning a blind eye to the possibility of more complex interrelationships between various cultural dimensions, or to the possibility of cultural diversity within countries.