Journal of Contemporary Issues in Business and Government

Abstract

Values, beliefs, traditions, attitudes and behavioural patterns of a group of people together
form the culture of that group that differentiates it from other groups. The objective of the
research paper is to express the significance of cultural heterogeneity that exists within a
nation for investigating national culture in an adequate and more explanatory manner rather
than only focusing upon cultural homogeneity. This paper is based on the review of
previously available secondary data in the domain of cultural studies. This paper argues that
research studies focusing upon the intra-national cultural variations are important to
recognize the culture of a country as a whole, and play a dominant role. The presence of
heterogeneity in the Indian cultural system shall facilitate in deliberating upon the
phenomenon of sub-cultural heterogeneity within a nation appropriately and efficiently
enabling future research in the domain for more consistent outcomes. Majority of the crosscultural
management research studies conducted in the domain exclusively emphasized upon
the cross-country cultural variations considering the entire nation as a single entity that lead
to incorrect outcomes. It has been identified that there is a great need to acknowledge the
importance of cross-cultural management research focusing upon intra-national cultural
heterogeneity prevailing in a nation to achieve more accurate results.