|
|
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: |
|
Which may be the cultural challenges in Open Innovation processes?
Just give yourself a minute to reflect: Why may culture be a challenge in Open innovation?
When working with other colleagues you will probably observe, interpret and judge what you see and experience on the basis of your cultural values. This approach is absolutely right because it allows you to act and react intuitively and naturally to the circumstances given by that specific situation. Not having this internalised value system shared by all members of your culture would be like driving without GPS. However, this internal cultural orientation system carries the danger of taking it universally for granted. Intercultural encounters may be judged on the basis of the value set of the own cultural background, causing at least one of the counterparts to feel uncomfortable, irritated and even hurt (Barmeyer, 2012, 34).
Why can this be a risk for successful intercultural communication?
Here are some reasons:
- Not realising cultural differences may lead to misinterpretation of intercultural communication situations.
- Not accepting cultural differences may lead to reinforcing stereotypes and prejudices.
- Underestimating cultural differences lead to assumptions of similarity. Assumptions of similarity can imply that the own cultural values and view of the world remain unquestioned, which may lead to respecting the other culture less.
These given reasons are the first three “ethnocentric” stages of Milton J. Bennett’s learning process towards more intercultural awareness (DMIS model by Bennett, 2017 and https://www.idrinstitute.org/dmis/ ). To have an “ethnocentric” perspective means, to prefer the own group and the norms, values and behaviour of the own group. One way to bridge the ethnocentric view is to enhance transnational communication skills.
