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Making creativity and innovation happen
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9.4 The challenge of culture

The ideas put forward by Khanna and Saxenian confirm that culture plays a critical role in determining the success of many approaches to management and innovation. One of the leading thinkers in the field of national culture is Erin Meyer who develops her ideas and explains the culture map approach in the following video in Activity 10.

Activity 10 How to lead a successful global team

Timing: Allow about 10 minutes

Watch the video below. Whilst watching consider how relevant Erin Meyer’s ideas are to your organisation or context.

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How to Lead a Successful Global Team © 2014 PwC. All rights reserved. PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see for further details. No reproduction is permitted in whole or part without written permission of PwC. “strategy+business” is a trademark of PwC.
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There are many ways to diagnose and understand culture, yet Meyer makes an important contribution by synthesising a number of different perspectives. Rather than being based on just one single factor, cultural differences are highly complex and multi-faceted. While this can sometimes make the differences harder to understand and accommodate, it also makes them much more intriguing!

In the final section you will draw together many of the key points raised so far in this course and consider how you might take a more strategic approach to innovation.