When culture matters: exploring the open innovation paradigm

Despite the increasing attention of researchers to the phenomenon of open innovation and the popularity of cultural studies in management, the link between the two has not been properly examined so far. Therefore, the lack of literature regarding the impact of culture on open innovation creates a certain knowledge gap. This conceptual paper aims to increase the understanding of how cultural studies can aid in overcoming the challenges of open innovation. The paper argues that culture is an important explanatory variable of human and corporate behaviour under open innovation settings (e.g., it shapes the patterns in dealing with novelty and knowledge transfer, and shapes the preferences, expectations, and behaviours in regard to risks, trust, etc.). We analyse the challenges and attitudes towards collaboration through the lens of culture and cultural dimensions, and introduce a framework of reference for understanding these challenges. Moreover, we offer initial insights and propositions, and discuss the need for incorporating cross-cultural management and organisational studies into the research agenda of open innovation.