Abstract
The article discusses a study which focuses on the impact of Brazil's distinct subcultures on business performance. This study demonstrates the difficulty of companies in evaluating the impact of a country's culture when distinct subcultures exist. Research conducted by Tomasz Lenartowicz of the University of Texas at Austin and Kendall Roth of the University of South Carolina examined the connection between subcultures and organizational performance by looking at the population of small, independently owned retail businesses in Brazil. Kiosk owners comprised the majority of the survey respondents, with questions designed to gauge the cultural value dimensions of enjoyment, achievement, security, autonomy, and conformity. Business turnover was also a focus of the study.
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