During 1967–1983, research converged on cultural change as a process shaped by social boundaries, with emphasis on how boundary maintenance and everyday practices generate and reproduce cultural differences. The era also integrated the diffusion of innovations framework to model how ideas, technologies, and practices propagate through societies, while cross-national value analyses established standardized lenses for comparing work-related values across cultures. Methodologically, scholars combined field-based observations with formal measurement to illuminate how cultures reconfigure themselves in interconnected settings.