IABC FranceApril 24, 2013
Karina R. Jensen, PhDManaging Director, Global Minds Network
Professor, Reims Management School
Bridging 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 38 MNCs with HQ in Europe, Asia, and North America
Across 3 continents and 12 countries
Source: Global Innovation and Collaboration Study, Dr. Karina Jensen, 2010-12
The Challenge
Customer Personalization
International Market
Expansion
Rapid Time to Market
Global Competition
Product / Service
Innovation
R&D DESIGN GTM
Manager
Team
Organization
PRODUCT DEV
DISTRIBUTION
SERVICE
Suppliers Partners
Customers
Global or Local Strategy?
70% of study participants indicated that front-end activities are centralized.
Global Leadership Style
Ideation
Planning
Validation
Global Project
Management
Team
Performance
Knowledge-sharing Behaviors
Trust-
building
Cross-cultural
mindset
Open
communication
Act and deliver
on promises
� Structure– Team role and hierarchy
� Power– Knowledge and sharing
status
� Openness– Saving face and
communication style
� Initiative– Recognition and support
82% believe that national culture affects knowledge-sharing behaviors.
Communication Process & Tools
Have a social media platform
Social Network
No (60%)
Yes (40%)
Social networking practices
Type
Formal (39%)
Informal (34%)
Virtual (27%)
Preference for traditional networking despite increased access to social media.
Cross-cultural Team Issues
Understanding & Support of Global Strategy
Interactive Dialogue
Team Participation
Trust-building
A majority (88%) listed culture as a predictive element in global team processes.
Cross-cultural Collaboration Mechanisms
Ideation
Planning
Validation
Go to
Market
Launch
Collaborative Vision
Leadership &
Strategy
Cross-cultural
Collaboration
Collaborative Space
Organizational
Culture & Climate
Collaborative Dialogue
Knowledge-
sharing Structure
&
Communication
Process
Time to market Product Localization
Customer satisfaction Local sales results
© 2012-13 Global Minds Network
Global Leadership Style
Ideation
Empowering
Planning
Inclusive
Validation
Decisive
Global Project
Management
Communicative
Cross-cultural
Team
Performance
Local to Global Strategylocal market knowledge as competitive advantage
HQGlobal Value
Creation
HQGlobal Value
Creation
Sub 1 Asia Role
Sub 1 Asia Role
Sub 2 AsiaRole
Sub 2 AsiaRole
Sub 1 Europe
Role
Sub 1 Europe
Role
Sub 2 Europe
Role
Sub 2 Europe
Role
Sub 1 Americas
Role
Sub 1 Americas
Role
Sub 2 Americas
Role
Sub 2 Americas
Role
Sub 1 Africa/
Middle EastRole
Sub 1 Africa/
Middle EastRole
Local value creation
Local value creation
Global Innovation Culture & Climate
Cross-cultural
Global Teamwork &
Cultural Diversity
Creative
Global Ideation &
Innovative
Thinking
Collaborative
Transparency &
Knowledge-
sharing
Market responsiveness
Entrepreneurial initiative
Global team transparency
Execution efficiency
Knowledge-sharing and Learning
Global
Teams
Social
Networking
(+53%)
Knowledge-
sharing
(+67%)
Cross-
cultural
Learning
(+69%)
� Effective infrastructure
� Interactive workflows� Collaborative tools� Live forums and
communities� Knowledge facilitator� Spontaneous
sharing
Effective Technologies
Live Meetings
(25%)
Live Meetings
(25%)
Web Conference
(18%)
Web Conference
(18%)
Web Portal (14%)
Web Portal (14%)
Email (24%)Email (24%)
Day-to-day updates, action items, status
Web portal for global and local updates
Live interaction for project start and
milestones
Web meetings for weekly updates
Web 2.0 and Social Media tools represent 19% of active users: Skype, wikis, texting, video conference and telepresence
Cross-cultural Collaboration Success
VISION
DIALOGUESPACE
Leadership & Strategy
Organizational Culture & Climate
Knowledge-sharing & Communication Process
Establish a common vision, values, and language.
Develop a collaborative space for transparent communication.
Create dynamic and interactive conversations.
• Leader as knowledge facilitator• Engage team members in process• Initiate local to global planning
• Establish on site and virtual collaboration space• Ensure time and place for ideation• Create transparency for project collaboration
• Listen and respond to local market voices• Allow time for preparation and reflection• Promote frequent interactions, live and virtual• Understand and promote culturally diverse views
© 2012-13 Global Minds Network
“Le véritable voyage de découverte ne consiste pas à chercher de nouveaux paysages, mais à avoir de
nouveaux yeux.”-- Marcel Proust
Questions? Contact:Karina Jensen, PhDGlobal Minds NetworkParis: +33 (0)6 32 32 04 84San Francisco: +1 (650) 223 3334Email: [email protected]: www.globalmindsnetwork.com
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