To understand the contemporary state oforganizational culture theory and research, it is necessary to grapple with some ofthe majorintellectual disputes that have swept through the humanities and social sciences in recent years. Some researchers choose to study a single cultural context, in great detail and depth. In effect, these researchers heed Blake?s advice and see the world in a grain ofsand; they study culture with a sample size ofone context. Other researchersreact with disdainto such case studies, and prefer to study many cultures, even ifthat means understanding less about each one. Such differences in research strategies occurbecause cultural researchers make radically different assumptions regarding fundamental issues.