Page 64 - Cultures and Organizations

Studying Cultural Differences 49

databases lie waiting to be consulted, interpreted, compared, and applied.
Misho’s use of the World Values Survey is an example. A single researcher’s
attempts to measure culture are usually a waste of time, a source of confu-
sion, and at best a reinvention of the wheel. This also applies to using the
32
Values Survey Module that evolved from the IBM research, unless one
has access to at least ten countries. It is far better to familiarize yourself
with the literature, select from the available databases, and apply them
critically to your specifi c topic.