Cross-cultural management scholars traditionally use country boundaries to study societal culture, while recognizing that regions within many countries show cultural differences. We review survey studies published in business journals between 1991 and 2021 that assess within-country cultural differences among administrative regions. We classify the articles according to their theoretical bases, methodological approaches, and outcomes. We use a functional, institutional, and critical event framework to suggest direction for theory that is and can be used to seek and explain within-country cultural regions. We also evaluate currently used databases, measurement, and analysis approaches to suggest ways forward.
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