Journal of International Business Studies

, Volume 37, Issue 1, pp 44–60 | Cite as

Standardization preferences: a function of national culture, work interdependence and local embeddedness

  • William NewburryEmail author
  • Nevena Yakova


Both theoretical and empirical studies of professional service employee standardization preferences are relatively scarce. Using responses from 398 employees of an international public relations firm, this study finds that employees from high power distance, high uncertainty avoidance and high-context cultures prefer greater standardization, whereas employees from high individualism cultures prefer less standardization. Additionally, work interdependence is positively associated with standardization preferences, whereas local embeddedness is negatively associated with standardization preferences.


national culture interdependence embeddedness standardization 



We wish to thank Tiger International for their support of this research. We also thank JIBS Departmental Editor Professor Nicolai Juul Foss, along with Charles Fombrun, Myles Shaver, Scott Marshall, Doug Sanford, Ramdas Chandra, Qiang Xu, Naomi Gardberg and three anonymous JIBS reviewers for comments and advice on previous versions of this manuscript. This research was supported in part by New York University and Rutgers Business School – Newark and New Brunswick.


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Copyright information

© Academy of International Business 2005

Authors and Affiliations

  1. 1.Department of Management & Global BusinessRutgers Business School – Newark and New BrunswickNewarkUSA

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