I think it depends on the situation which gets complicated.
Let's say you have pretty flat terrain or the shooter has an elevation advantage over the target. In those two cases sitting still in the open could be a death sentence.
There are numerous examples of NCOs and officers trying to get troops to move to cover when caught in the open. Often the first instinct is to "hit the dirt" which may or may not be the right thing to do. Sometimes running to cover is the best option, other times returning fire and assaulting the ambushers is the best option. Doing nothing is usually the worst option.
So then the question becomes one of incentives and tracking unit stance/movement status. If the player has troops in the "open" and you don't want the complications of micro-terrain and super-detailed elevation rules then what sort of incentives should the player have for using his troops?
I think at the highest level you'd want the following incentives:
1. Fight from concealment that also provides cover (eg a stout building).
2. At least fight from concealment (eg tall grass/hedges/etc.) if there's nothing nearby that provides both concealment AND cover.
3. Don't fight from the "open" since, against an enemy in concealment/cover, you're fighting at a significant disadvantage.
In all cases shooting back tends to draw enemy fire. This means that, if caught in the "open", such troops are faced with a dilemma if one assumes that hugging the ground in the open makes it significantly more difficult to be hit. Hug the ground and it's harder to get hit but odds are that, over time, you'll get slaughtered anyway.
Shoot back while in the open and, odds are, you're fighting at a significant disadvantage and will likely lose the fire fight against an enemy in cover/concealment. But at least you might suppress the enemy which goes to troop quality: higher quality troops are more likely to shoot their way out of that situation by using micro-terrain and shooting effectively. Lower quality troops would probably become bullet magnets while not really achieving anything useful by firing.
There's a good example of this in the recent book, "The Outpost". A convoy of US and ANA troops in Afghanistan is ambushed. The ANA troops panic and continue to get shot up as some sit still and others try to move towards the Americans who are also caught in the open. Meanwhile the Americans immediately begin returning fire, using their vehicles as cover, and begin to call in support from mortars and aircraft.
Eventually the Americans beat back the Taliban attack with fire superiority but not before an ANA soldier is wounded (he later dies) and American soldier is killed while trying to help the ANA soldier.
What's clear from the narrative is that when ambushed, especially in the open, the Americans are trained to immediately return fire and then maneuver using whatever cover and concealment is available as quickly as possible. Meanwhile the ANA tends to "go to ground" and get slaughtered without returning effective fire or maneuvering.
So in the interests of simplicity we chose to take the following approach:
- the safest way for infantry to fight is from solid cover which also provides concealment. You still might get suppressed but getting killed requires a close assault or huge HE
- if fighting from concealment that does NOT also provide cover you might get off an initial ambush but then it's probably best to shoot and scoot since your fire will reveal your position (easier to hit) and the concealment won't protect you.
- fighting from the "open" is really hard and strongly discouraged. You're going to draw a lot of fire so you better be really good and really determined to be able to achieve fire superiority and then maneuver to assault the enemy or at least to cover/concealment.
- the problem with providing a significant benefit for remaining stationary in the open is that it might encourage players to fight from the open, even with merely average or inferior troops. Since there are limits to a game's detail if one wants to maintain a quick pace one must draw a line on detail at some point.
Thus in our rules troops in the "open", whether stationary or moving, are the same as far as hit probabilities are concerned since the situation can be argued both ways: sometimes it's better to keep moving to cover (think D-Day) and yet hugging the ground might be helpful in some situations. But we do penalize shooting from the open in that shooting from the open makes you an easier target (at least you have to poke up your head above any micro-terrain). At that point it becomes a matter of skill and morale: great troops might achieve fire superiority in that situation while poor troops will likely get slaughtered as they fire ineffectively, use micro-terrain ineffectively, and draw more fire.