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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: 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

Our partners

ENRICH in Africa

Funded by the European Union (Horizon 2020 programme), ENRICH in Africa is a project designed to bring together core stakeholders from both regions, in order to support and strengthen the European and African innovation ecosystems. The ENRICH in Africa project will run from 2021 to 2023, focusing on three main phases. The first phase draws together the expertise of our core partners to develop and pilot activities that can demonstrate impact and value. These activities will then be launched in the second phase of the project, when the services will be opened to the wider community. Phase three will then build on this solid foundation of knowledge and services, to set up the ENRICH in Africa Centre which will be the sustainable outcome from the project.

Global Cosmetic Cluster- Europe

The European cosmetics industry is represented by a European cosmetics clusters, Global Cosmetics Cluster-Europe, based on a common strategy to boost the internationalization of SMEs in the cosmetic industry. Focused on priorities such as supporting competitiveness through globalization, fostering the European cosmetics expertise, and enhancing the European cluster collaboration, the European metacluster provides an accelerator program towards target countries (India, Mexico, South Korea, UAE, USA). The acceleration program has been set up in the framework of a ESCP4i project co-funded by the COSME Programme of the European Union.

6 project partners involved: Cosmetic Valley (France), AEBB (Portugal), Beauty Cluster (Spain), IKMIB - Istanbul Chemicals and Chemical Products Exporters Association (Turkey), Polo della Cosmesi (Italy) and Transylvania Lifestyle Cluster (Romania).


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