Universal structure and content of values

As brands can be local as well as global, it is important for organisations to determine to what degree values are dependant on culture.

Universal structure and content of values

Shalom H. Schwarz

Because of the trend from local to global brands, it is important to determine to what degree values are culture-dependant. Based on 97 studies in 44 countries, Schwarz concluded that worldwide ten types of values can be distinguished. An eleventh value, spirituality, did not present a universal picture. The domains of conformity and tradition do not seem to form separate segments, but rather to be an extension of one another (see Figure 1).

Schwarz's findings also suggest a structure of relations among the value types, based on the conflicts and...

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