Breakthroughs without Borders— Generating cross-cultural insights in multinational communitiesBy Manila Austin, Michael Jennings, Katrina Lerman, and Julie Wittes Schlack
Understanding Cultural Differences Data for this study were collected in February–March 2009. We surveyed members from 12 multinational communities to assess differences on cultural dimensions. We studied how members engaged and how they communicated online to assess qualitative differences in language and participation. All-in-all, over 1,000 global customers and consumers participated, representing 37 different countries.