Module 5: Cultural Awareness

assist GmbH, Simona Fabellini

Enhancing your consciousness about your own cultural values, norms, attitudes and forms of behaviour helps developing an awareness also for the differences between cultures. Starting from the question about what Culture is, you will discover the link between Culture and Open Innovation and then explore how certain elements of culture, called culture dimensions, can typically show when people are working together adapting Open Innovation processes. As people behave according to their own set of values, it is important to understand why the “ethnocentric” perspective may lead to intercultural misunderstandings leading to a negative influence on Open Innovation. Last but not least, you will receive some tips about strategies how to open up to cultural awareness so that in the end you will be better prepared for intercultural encounters by having grown in your intercultural competences.

Upon completing this module, you should be able to:

• have a deeper understanding of what culture is,
• know where your culture may show in Open Innovation processes,
• be able to tell why culture can be a challenge for Open Innovation,
• will be able to approach other cultures with more awareness in Open Innovation collaborations.