“…As a result scholars have started to point to a number of fundamental theoretical and methodological problems in the way that country differences have been conceptualized and operationally measured in the literature (Brewer, 2007;Harzing, 2004;Kirkman,Lowe and Gibson, 2006;Lu, 2006;Shenkar, 2001;Sousa and Bradley, 2004;Stöttinger and Schlegelmilch, 1998;Tihanyi, Griffith and Russell, 2005;Zhao, Luo and Suh, 2004). It has been pointed out, for example, that decision-makers may systematically underestimate 'real' differences to countries perceived to be very similar to the home country (O'Grady and Lane, 1996;Fenwick, Edwards and Buckley, 2003), that perceptions among two nations are not necessary symmetrical and that they may change both with experience and over time (Shenkar, 2001).…”