This book overcomes the limitations of existing models of national culture by presenting a
novel archetypal methodology that captures heterogeneity within and between nations in a simple
manner. The authors incorporate this methodology into a new empirically derived theory of
nations as composites of diverse culture configurations (or archetypes). The theory which is
illustrated through data on secular and emancipative values obtained from the European and
World Value Surveys shows the unity and diversity of these values across 117 nations and
identifies trends in global culture over four decades.Based on the authors' research the book
argues that universal archetypes capture the unity and diversity of the global cultural mosaic
with precision and fidelity. By reflecting the reality of changing culture around the world
with greater clarity the book's novel approach provides a comprehensive lens for international
business scholars practitioners and policy makers to view understand and explain
culture-related phenomena.
