Resumen
Although the concept of open innovation has become widely discussed by scholarsand practitioners, few cross-cultural studies focus on the assessment of companies? behaviourstowards ?not invented here? and ?not sold here? syndromes. The purpose of this paper is toinvestigate the profiles of Japanese and Romanian companies operating in two fields, IT andmanufacturing, from the open innovation perspective. The goal of this study is therefore toprovide comprehensive empirical evidence for the adoption of inbound and outbound openinnovation activities in the companies from these two target countries. Data from a sample ofJapanese companies and Romanian companies were used to test two hypotheses on openinnovation behaviour, in the context of a cross-cultural comparative approach. The results showthat technology isolationists are more frequently found among the Romanian companies(especially in the manufacturing field), than the Japanese companies, which can be explainedby the fact that Japanese firms are mainly based on leading innovative technologies, whileRomanian firms are early adopters of the advanced technologies, due to the economiccircumstances. Japanese companies included in the sample are defined as technology fountains,followed by technology brokers, proving their appetite for outbound open innovation. In thiscontext, strategic intelligence solutions, once performed in collaborative culture environments,will lead to the improvement of the partners? managerial competences and will act as enablersfor competitive positioning, proving the added-value of the acquired know-how through openinnovation practices.