Does subculture within a country matter? A cross-cultural study of motivational domains and business performance in Brazil

This study examines the effects of within-country subcultures on business outcomes. We first argue that individuals' values vary across subcultures. We then suggest that values, as expressed through motivational domains, influence business performance. Finally, joining these two propositions, we posit that business performance will vary by subculture. Based on data from four regional subcultures in Brazil, a subculture effect was found for both motivational domains and business performance. The results suggest that it is important to consider the cultural Variation within a country when examining business outcomes.