The comparative method lies at the heart of social science research. In the field of international business it is national and regional diversity, the differences between places that influence business activities and management behaviour, that matter. This diversity demands adaptability in individuals and organizations, in response to cultural, social, political, institutional, environmental, economic, industrial, and market variety. This article examines the problems of comparative international research (CIR) in business and management studies. The literature on CIR methods over the past thirty years, whilst stressing the importance of robust methodologies, has been particularly critical of the widespread failure of researchers to avoid the pitfalls of poorly constructed cross-national comparisons.