National models of social action over-privilege continuity and uniformity. They discount change -which they lack the capacity to explain (other than through exogenous shocks) -and neglect diversity within countries. This paper focuses on the national culture model which it argues requires commitment to illogical arguments and to suppositions which are theoretically and empirically untenable. An evaluation of each, it is argued, points to the existence of, and possibilities for, considerable national diversity and change -not pervasive and enduring national uniformity. Reflecting on the model's rise and fall in anthropology, the paper also provides an outline explanation of its retention within organization studies and speculates about its future within that discipline.In a range of literature each country is said to be characterized by distinctive, pervasive and enduring patterns of practices. The bedrock source of these patterns is either said to be national institutions (Hall and Soskice 2001, for instance) or national culture (Hofstede 2001, for example). This paper focuses on the claim that there is a national cultural imperative, that identifiable national culture is enduring, pervasive and constitutive -a view described here as the national culture model (hereafter 'the model'). It is beyond the scope of this paper to address the critiques of overly determining and unchanging versions of the institutional model and their limited ability to explain behaviour at the organizational level. For these, the reader is referred to the new wave of neoinstitutional literature (Djelic and Quack 2005;Crouch 2005; Streeck and Thelen 2005, for instance; see also Smith et al. 2008).Although once popular in a number of academic disciplines, the model is now employed almost exclusively within the discipline of organization studies and in a small sub-field of psychology -cross-cultural psychology. The paper seeks to demonstrate that the model is unable to explain organizational diversity and change within any one country. The model, it is argued, requires commitment to illogical arguments and to presuppositions that are theoretically and empirically untenable. Each of these is described and analysed. And the logical conclusion in each case, it is argued, points not to a pervasive uniformity, but to the existence of diversity within countries. An adequate theory of social action needs to be able to explain variations over time as well as continuity and variations article title Organization Studies 30(09): 933-957