Perceptions of innovation in Brazil and Sweden: A cross-cultural comparison and its implications for human capital development and organizational management

Although the literature widely explores innovation, it remains under-researched from a cross-cultural perspective that considers associations between national cultures and values, attitudes, and behaviors. Most studies also rely on objective indicators such as patent counts, research and development investments, and university quality. While relevant, these metrics do not fully capture the subjective dimensions of innovation. Focusing on citizens from a developing country and a developed country, this study explored differences in perceptions of innovation between Brazilians and Swedes, discussing them in light of cultural characteristics, human capital development, and organizational management. The sample included 1,486 Brazilians and 1,206 Swedes, and the authors analyzed the data using correlation and comparison methods. Innovation variables included creativity, science, and technology, while Hofstede’s six dimensions characterized national cultures. Sex was the sociodemographic characteristic most frequently associated with positive perceptions of innovation, with men in both countries holding more favorable views. Higher levels of education and income were also associated with more positive perceptions. Swedes held more positive perceptions of innovation than Brazilians. Overall, the results suggested that Brazil’s and Sweden’s cultural characteristics align with their citizens’ perceptions of innovation. In practical terms, the study offers guidance for development, training, and talent management strategies across different cultural contexts.