“…economic geography, sociology) to recognize that cultures are not necessarily bound by borders and advance in considering the fact that NCs consist of various and differentiated levels (McSweeney, 2002(McSweeney, , 2009Tung, 2008;Tung and Verbeke, 2010). Among others, the studies by Kaasa et al (2013), Sasaki and Yoshikawa (2014) and Tung (2008) analyzed the existence of salient cultural differences within country boundaries (at regional/local levels), so that intra-national diversity is sometimes wider than diversity between countries. Therefore, not only the different and multiple layers of 'national' cultures, but also their interrelationships (Kirkman et al, 2006) have to be taken into account.…”