International Business Seminar: Professor David Midgley
Mosaics not Masses: Nations as Diverse Mixtures of Global Values Archetypes
In this paper, we propose a novel perspective of nations as diverse mixtures of global values archetypes. We test this proposition with data on Schwartz values from Wave Six of the World Values Survey provided by 83526 individuals from 60 countries. Using archetypal analysis, we find five archetypes are adequate to capture the configurations of Schwartz values in these data. Moreover, we find each country is a mixture of individuals belonging to
multiple archetypes, and that the composition of these mixtures varies across countries. Projecting the 60 country mixtures into a three-dimensional space illustrates that they differ primarily through the proportions of individuals who give greater or lesser importance to (i) Schwartz values in general, (ii) hedonism and (iii) conservatism. Finally, we show significant associations between the country mixtures and well-known indices of national economic
performance and satisfaction with life, thereby establishing external validity for our results, which we believe have important implications for theory and practice.
David Midgley joined INSEAD in 1999 as Professor of Marketing and is now Emeritus. Previously he was Foundation Chair at the Australian Graduate School of Management and he has also held visiting positions at the University of California, the University of Pennsylvania and Stanford University.
Professor Midgley is a graduate in science, management and marketing from the Universities of Salford and Bradford. He has over 120 publications, including papers in leading journals such as the Journal of Consumer Research, Journal of Information Technology, Journal of International Business Studies, Journal of Marketing Research, Journal of Marketing, Marketing Science, Management Science, Organization Science and Research Policy. He has also written several books, including the Innovation Manual and most recently Strategic Marketing for the C-Suite. His principal areas of research are innovation, strategy and international business.