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About the platform

CUBE IN stands for Cultural Understanding for Business Expansion and INnovation. Emerging markets offer great opportunities for business and innovation. The aim of the CUBE IN platform is to give you the tools you need to prepare yourself and your business for operating in an unfamiliar business environment.

The platform focuses on a selection of emerging economies, which have been defined as within the scope of the project: Russia, Thailand, India, Malaysia, Vietnam, the Philippines, Indonesia, Singapore, Bangladesh, China, South Korea, Brazil, Colombia, Chile, Mexico, Peru, Argentina, South Africa, Kenya, Nigeria, Tanzania, Egypt, Pakistan, Turkey, Iran, Qatar, Saudi Arabia and UAE.

CUBE IN provides

  1. self-assessment tools to test your readiness,
  2. an online library to help you learn more about the culture and customs of your target country,
  3. the possibility to attend webinar sessions with experts,
  4. and the option to ask questions to culture and innovation experts.

All materials and tools on this platform are copyright protected. The platform is targeted at European SMEs and is free of charge for them. We thank you for understanding that we can only respond to questions and requests by European SMEs (including countries covered by the European Horizon 2020 project) and SME agencies.

The CUBE IN platform is owned by the European Innovation Council and SMEs Executive Agency (EISMEA). The platform and its content are created and maintained by Hofstede Insights and SPI. During the development of the platform, members of SMEs and SME agencies of the Enterprise Europe Network advised the project team on desired content and functionality and were involved in testing the portal.

As part of the initial CUBE IN project, learning circles were organized. If you are an SME agency or a member of the EEN network, please contact us to receive the learning circle methodology.

Feedback and suggestions welcome

Please tell us what we are doing well and how we can improve by sending us an email at

The consortium

Hofstede Insights

Sociedade Portuguesa de Inovação


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