Abstract

The study compared the cultural values along the seven World Values Survey dimensions. Subjects were 811 males, age 18 to 35, proportionately representing the 11 largest ethnic groups in Kenya. The study extended research in cultural differences between ethnic identities within a country, supplemental to cultural differences between countries. Significant differences are found between the Kenyan ethnic groups on the dimensions of masculinity, uncertainty avoidance, indulgence vs. restraint, and long-term orientation. Post-hoc analyses differentiated between individual ethnic groups on the cultural dimensions. Implications for management are presented to acknowledge ethnic differences in world orientation based on cultural dimension differences of ethnicities within Kenya.

 

 

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