Cultural value orientation: Measurement invariance in a multi-country sample

Abstract

The use of Western-based theory and measures is widespread in international research in business and organizational studies. Contemporary research in international settings often uses four distinct values - power distance, uncertainty avoidance, individualism, and masculinity - to describe cultural orientation of individuals. This study empirically examines cross-national invariance of the four values using data collected from young adults in the United States, Hong Kong, India, and Turkey. Issues related to configural invariance and metric invariance are examined using paired comparisons of the United States with each of the other three countries. Structural equation modeling is used to analyze data. Findings reveal substantial problems with invariance across countries. Implications for research using culture theory at the individual level are discussed.