“…Furthermore, while single‐country studies relied on regression, and cross‐cultural studies integrating two or three countries on F ‐tests (Ralston, Holt, Terpstra, & Yu, 1997; Ralston, Terpstra‐Tong, Maignan, Napier, & Nguyen, 2006), the latest cross‐cultural work applies structural equation modelling (Newtonian), or, in the case of multicultural models, hierarchical linear modelling (Parboteeah & Cullen, 2003; Parboteeah et al., 2008a; Ralston et al., 2009). Contributions of cross‐cultural research across the four eras demonstrate how the field has evolved into increasing sophistication, enhancing our capability to unpackage the role of culture as a contextual influence for international business.…”