Ryan FowlerRemote working enhances innovation in cultures that value equality, lifestyle balance and short-term adaptability, according to new research from Durham University Business School.
The study, which analysed data from over 8,000 firms across 21 countries, found that countries such as Lithuania, Latvia and Hungary – where employees have greater autonomy and workplace hierarchies are flatter – benefit significantly more from remote working. Similarly, cultures with high indulgence, like Greece and Slovenia, which place a premium on work-life balance, saw greater innovation gains.
Interestingly, countries with a short-term orientation — such as Lebanon, Morocco and Jordan — also experienced strong innovation outcomes from adopting remote work, challenging the assumption that long-term planning cultures are better suited to change.
“Our research shows that remote work is not a one-size-fits-all strategy when it comes to driving innovation,” said Professor Saeed. “Understanding the nuanced interplay between remote work and national culture is crucial. Companies must tailor their remote work strategies carefully, ensuring they resonate with cultural values to fully harness their innovative potential.”
The study suggests these factors explain why remote work has fostered more innovation in Europe and other Western countries than in more hierarchical regions like parts of the Middle East and Africa.
“This is especially important for multinational companies,” added Saeed. “A remote work policy designed in London or New York may need significant adaptation to be effective in Beijing or New Delhi. Understanding and aligning with local cultural values can make the difference between a successful innovation strategy and a missed opportunity.”
The research calls on firms to consider cultural context when planning hybrid or remote working models and to invest in support systems – including leadership training and clearer communication tools – in regions less suited to remote work by default.
