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: karina@globalmindsnetwork.comWeb: www.globalmindsnetwork.com