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According to Li et al. (2021), aggravated by the global spread
of COVID-19, cross-cultural conflicts such as trade barriers,
ultra-nationalism, and regional discrimination have increasin-
gly intensified worldwide, highlighting the challenges faced
in a multicultural organizational environment (Jankelova´ et
al., 2020; Avery, 2020). At the same time, the global flow of
human resources and the influx of a large number of “new
generation employees” have led to employee differentiation,
resulting the “personalized” development of corporate cultu-
re (Warner, Zhu, 2018). The “personalization” of multicultural
organization environments and corporate culture requires em-
ployees to engage with groups form different cultural back-
grounds, and cross-cultural communication has become the
norm in employee activities. Cultural differences and cultural
barriers have become important factors affecting employee
behavior and performance, posing challenges for the innovati-
ve management, and sustainable development of enterprises
(Avery, 2020; Liu, 2018). This context highlights the importan-
ce of cross-cultural communication and the ability to manage
employees, making it worthy of in-depth study in academia
and management practice. Individual sustainable innovation
behavior has had an increasingly important influence on the
sustainable development of enterprises. The innovation beha-
vior of individuals in an organization forms a micro foundation
of enterprise innovation and sustainable development (Afsar,
Umrani, 2020).
Studies have focused on three main factors affecting
individual innovation (Backstrom, Bengtsson, 2019). This first
focuses on the individual characteristics of employees in the
organization, such as personality, psychology, self-efficacy,
knowledge, and ability (Tran, Nguyen, Nguyen, 2018; Sega-
rra-Cipres , Escrig-TenaA, Garcia-Juan , 2019; Shin et al.,
2012). The second focuses on job characteristics, including
task complexity, work challenge, job autonomy, feedback, and
rewards (Anderson, Potocnik, Zhou, 2014; Lukes, Stephan,
2017).

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