Using Neural Network Analysis to Uncover the Trace Effects of National Culture

The primary objective of this paper is to demonstrate the usefulness of an artificial intelligence technique known as neural network analysis as an aid to uncovering the underlying patterns, or trace effects, of national culture. To make our case, we provide an application of the technique's pattern recognition capability utilizing survey data from top executives in French and British firms. We conclude by interpreting the trace effects found and encouraging the use of this tool by cross-cultural researchers in the future.© 2000 JIBS. Journal of International Business Studies (2000) 31, 223–238