Understanding Data Heterogeneity Through Extremes: A Non-Technical Guide to Archetypal Analysis for International Management Research

International management researchers increasingly recognise the importance of understanding heterogeneity in their data; however, many traditional analytical methods focus on averages or group similarities, potentially missing important patterns. Archetypal analysis offers an intuitive approach for studying heterogeneity by identifying extreme cases that represent the boundaries of possible patterns in the data. Unlike methods that group similar cases together, archetypal analysis shows how each case combines elements of these extreme patterns in different proportions. This paper provides a non-technical introduction to archetypal analysis, demonstrating its value through examples from international management research. From crossnational economic preferences to multinational strategic behaviour, global leadership styles and cultural values, the method reveals patterns across management domains that conventional approaches might miss. This paper presents a detailed example and provides strategies for effective applications.