IABC FranceApril 24, 2013Karina R. Jensen, PhDManaging Director, Global Minds NetworkProfessor, Reims Management SchoolBridging Global with Local:Strategies for Multicultural Collaboration
Senior managers responsible for cross-cultural teams in conceiving,planning, and delivering new products for international markets.Qualitative study with 120+ global project leaders at 38MNCs with HQ in Europe, Asia, and North AmericaAcross 3 continents and 12 countriesSource: Global Innovation and Collaboration Study, Dr. Karina Jensen, 2010-12
The ChallengeCustomerPersonalizationInternationalMarketExpansionRapid Timeto MarketGlobalCompetitionProduct /ServiceInnovationR&D DESIGN GTMManagerTeamOrganizationPRODUCT DEVDISTRIBUTIONSERVICESuppliers PartnersCustomers
Global or Local Strategy?70% of study participants indicated that front-end activities are centralized.
Global Leadership StyleIdeationPlanningValidationGlobal ProjectManagementTeamPerformance
Knowledge-sharing BehaviorsTrust-buildingCross-culturalmindsetOpencommunicationAct and deliveron promisesStructure– Team role and hierarchyPower– Knowledge and sharingstatusOpenness– Saving face andcommunication styleInitiative– Recognition and support82% believe that national culture affects knowledge-sharing behaviors.
Communication Process & ToolsHave a social media platformSocial NetworkNo (60%)Yes (40%)Social networking practicesTypeFormal (39%)Informal (34%)Virtual (27%)Preference for traditional networking despite increased access to social media.
Cross-cultural Team IssuesUnderstanding& Support ofGlobalStrategyInteractiveDialogueTeamParticipationTrust-buildingA majority (88%) listed culture as a predictive element in global team processes.
Knowledge-sharing and LearningGlobalTeamsSocialNetworking(+53%)Knowledge-sharing(+67%)Cross-culturalLearning(+69%)EffectiveinfrastructureInteractive workflowsCollaborative toolsLive forums andcommunitiesKnowledge facilitatorSpontaneoussharing
Effective TechnologiesLiveMeetings(25%)LiveMeetings(25%)WebConference(18%)WebConference(18%)Web Portal(14%)Web Portal(14%)Email(24%)Email(24%)Day-to-day updates,action items, statusWeb portal for globaland local updatesLive interaction forproject start andmilestonesWeb meetings forweekly updatesWeb 2.0 and Social Media tools represent 19% of active users:Skype, wikis, texting, video conference and telepresence