This study examines the relationship between national culture and national preferences for innovation championing strategies for a sample of 1228 individuals in 30 countries. The study finds that the more uncertainty avoiding a society is the more people prefer champions to work through organizational norms, rules and procedures to promote innovation. The more power distant a society is the more people prefer champions to focus on gaining the support of those in authority before other actions are taken on an innovation rather than on building a broad base of support among organization members for new ideas. The more collectivist a society is the more people prefer champions to seek cross-functional support for the innovation effort.
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