Cross cultural studies have been receiving incremental attention of both academics and industry experts because of complex nature of management of subsidiaries across the countries worldwide. This study has been done based on reviewing literatures (both from subjective and objective view) of cultural studies related to international business. According to subjectivists, the core values and beliefs of national culture do not always necessarily guide the behaviour of people of a particular country. As a result, corporate culture may not be similar to national culture, rather; corporate culture can modify even alter employees beliefs and values associated with their national culture. On the contrary, the objectivists (positivists) argue that culture is a bottom-up
phenomenon where group culture is the sum of individuals’ beliefs and values. In a group, individual’s role is to be representative of his own culture. Thus, in one side, understanding individual’s values is a must prior to understand national culture and in another side, the corporate culture is to be adoptive to national culture. Finally, the study concludes that either subjective or objective view of cultural studies have to be linked with time, context and purpose. Otherwise, cultural studies would mislead the policy makers and managers in their real life situation because; scholars of cross cultural research are skeptical about generalization of factors to understand national culture.
Keywords: Culture, Belief, Values, Business, Management.