Using Cultural Archetypes in Cross-Cultural Management Studies

Journal of International Management, Vol. 22, No. 1, pp. 63-83, 2016

Posted: 13 Jun 2017

See all articles by Nicole Richter

Nicole Richter

Technical University Hamburg-Harburg (TUHH)

Sven Hauff

University of Hamburg - Faculty of Economics and Business Administration

Christopher Schlaegel

Otto-von-Guericke-University Magdeburg

Siggi Gudergan

Newcastle Business School

Christian M. Ringle

Hamburg University of Technology (TUHH)

Marjaana Gunkel

Leuphana University of Lueneburg

Date Written: September 11, 2014

Abstract

Studies examining the effects of culture on intentions and behaviors within organizations, as well as of related cross-cultural differences, 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. This paper advocates the use of cultural archetypes in cross-cultural management studies. The use of cultural archetypes represents a configuration approach to studying culture that incorporates a holistic pattern of multiple cultural dimensions. We utilize individual-level data from 10 countries and identify six cultural archetypes that are present in all these countries. Drawing on an illustrative example of culture's effect on entrepreneurial intention, we propose that a cultural archetype approach can be more suitable for analyzing cross-cultural effects than conventional approaches.

Keywords: Culture, Cross-cultural, Measurement, Archetype, Entrepreneurship

Suggested Citation

Richter, Nicole and Hauff, Sven and Schlägel, Christopher and Gudergan, Siggi and Ringle, Christian M. and Gunkel, Marjaana, Using Cultural Archetypes in Cross-Cultural Management Studies (September 11, 2014). Journal of International Management, Vol. 22, No. 1, pp. 63-83, 2016, Available at SSRN: https://ssrn.com/abstract=2984830

Nicole Richter

Technical University Hamburg-Harburg (TUHH) ( email )

Schwarzenbergstrasse 95
Hamburg, DE Hamburg 21073
Germany

Sven Hauff

University of Hamburg - Faculty of Economics and Business Administration ( email )

Von-Melle-Park 5
Hamburg, 20146
Germany

Christopher Schlägel

Otto-von-Guericke-University Magdeburg ( email )

Universitaetsplatz 2
Magdeburg, 39016
Germany

Siggi Gudergan

Newcastle Business School ( email )

City Campus East – 231
Newcastle-Upon-Tyne NE1 8ST, NE1 8ST
Australia

Christian M. Ringle (Contact Author)

Hamburg University of Technology (TUHH) ( email )

Am Schwarzenberg-Campus 4
Hamburg, 21073
Germany

HOME PAGE: http://www.tuhh.de/hrmo

Marjaana Gunkel

Leuphana University of Lueneburg ( email )

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