Innovation in Sustainable Products: Cross-Cultural Analysis Of Bi-National Teams

Abstract

Innovation has been required as a vital asset for organizational survival in many areas, especially in the sustainability organizational field of concerns. Changes in Brazilian consumers’ consumption are perceived from the growing demand for environmentally-friendly products and services which are pressuring companies to achieve environmental efficiency. Tools like Cleaner Production, Sustainable Supply-Chain Management, and Ecodesign are essential to help firms achieve this goal. However, these tools require integration between different functions in a company, demanding that members with different expertise work together as a team. Based on a long tradition of collaboration, Germany is a potential partner for Brazil, combining expertise in the development of innovations aimed at more sustainable products. In today’s global environment, transnational teams should become the most effective teams in an organization but, because of the potential for miscommunication and conflict, the management of these teams needs special attention. Cultural differences between German and Brazilian members of work teams represent risks/advantages for the management of process of innovative products development. The paper draws on previously reviewed studies to ground an analysis of cultural dimensions and national characters, within Brazilian-German teams. In essence, this study is an essay with the main aim to open perspectives for further research and to support organizations in their sustainable management practices.