who have conducted a longitudinal study of online sharing of best practices among middle managers inside a large European pharmaceutical company, found that one reason why many managers did not want to contribute to the intranet-based knowledge database was that they wanted to avoid giving the impression of bragging. Their findings suggested that letting other people know how knowledgeable one is was not considered good etiquette in that organization, and posting something online ‘‘was considered to be a form of boasting and an inappropriate self endorsement’’ (p. 161). The authors do not disclose whether this organization is located in a collectivist or individualist society, but other research suggests that modesty issues tend to be prevailing in collectivistic cultures