Abstract
This study examines the effects of within-country subcultures on business outcomes. We first argue that individuals' values vary across subcultures. We then suggest that values, as expressed through motivational domains, influence business performance. Finally, joining these two propositions, we posit that business performance will vary by subculture. Based on data from four regional subcultures in Brazil, a subculture effect was found for both motivational domains and business performance. The results suggest that it is important to consider the cultural variation within a country when examining business outcomes.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
Author information
Authors and Affiliations
Additional information
*Tomasz Lenartowicz is an Assistant Professor of International Business at The University of Texas at Austin. His research interest includes cross-cultural studies in business and Business in Latin America.
**Kendall Roth is a Professor of International Business at the University of South Carolina. His current research interests focus on international strategy implementation and top management decision-making.
Rights and permissions
About this article
Cite this article
Lenartowicz, T., Roth, K. Does Subculture Within a Country Matter? A Cross-Cultural Study of Motivational Domains and Business Performance in Brazil. J Int Bus Stud 32, 305–325 (2001). https://doi.org/10.1057/palgrave.jibs.8490954
Published:
Issue Date:
DOI: https://doi.org/10.1057/palgrave.jibs.8490954