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Discover one of our cutting-edge webinars to learn about topics related to culture, business and innovation.


Past webinars

"Radars and Flowers" - Cultural artefacts and influences in aerospace defence engineering

How is national culture embedded in cutting-edge aerospace technology? 'Radars and Flowers' provides an introduction to examples of international aerospace technology and engineering with national culture influences at its core and how this has influenced design, production and operation. In our webinar, we will mainly focus on the MENA region.



Exploring Business Culture in Mexico

In this webinar, our expert speakers explore the intricacies of business culture in Mexico. Watch the webinar and learn more about the challenges and complexities of entering the Mexican market while gaining insights into sectors that offer potential investment opportunities for foreign companies.



Unveiling Innovation & Culture in the Middle East

In this webinar, our expert speakers will guide you through the intricacies of doing business in the Middle East. Amer Bitar and Omar Shroof will talk about the cultural aspects of doing business in this region as well as the innovation environment and trends.

This webinar was organised in collaboration with the Chamber of Commerce in Luxembourg, Enterprise Europe Network, B2Fair, and Expo2020 Dubai UAE-Luxembourg as a part of the Virtual follow -up day of the Connecting Business, Creating Growth Dubai World Expo 2020.




Unveiling Business Culture & Innovation in the Middle East from Luxembourg Chamber of Commerce on Vimeo.


Entering the Kenyan Market

In this webinar, we have explored Kenya's changing economic landscape, highlighting how international firms or organisations can benefit from emerging opportunities and what intercultural differences they need to be mindful of while entering the market. Watch the recording where our speakers Okey Okere, VP of Hofstede Insights Africa, Erick Ngala, cross-industry business advisor in Kenya, and Bob van der Bijl, Managing Director at ABC Advisory and Consultancy Limited, will guide you through the important issues impacting effective business transactions and international collaborations between Kenya and European countries.



The webinar was organised in collaboration with EEN, HIBO and NABC.

EEN: The Enterprise Europe Network provides support for Small and Medium-sized Enterprises (SMEs) with international ambitions. The Network's aim is to help businesses innovate and grow internationally. The Network is active in more than 60 countries worldwide. It brings together 3,000 experts from more than 600 member organisations. 

More information at &

HIBO: Hanze International Business Office, a platform operating from the Hanze University of Applied Sciences in The Netherlands. We advise and support start-ups and SME's with expanding their international ambitions, product development and digital presence locally and internationally. We focus on inter-regional development by making use of student - expert lead projects in collaboration with research initiatives.

More information at

NABC: The Netherlands-African Business Council (NABC) is the leading organisation for trade and investment facilitation for Africa in the Netherlands. At NABC we believe that the Dutch private sector has a prominent role to play in the sustainable development of the African continent. Therefore, NABC’s purpose is to inform, inspire, catalyse and connect businesses with Africa’s opportunities and to assist businesses in making confident decisions about when, where and how to do business in Africa. The NABC today leads a network of nearly 250 engaged and diverse members and has access to a community of over 10,000 African and European businesses, institutes, government entities and others interested in doing business in Africa. For more information visit


Adding countries to the CUBE IN platform – a concept presentation

The concept behind CUBE IN is introduced in this session, originally presented at the “Jordan Innovation days”. CUBE IN enables SME decision makers to access information otherwise restricted to large corporations. Innovations by European SMEs in emerging economies can have a beneficial outcome also for the SMEs’ home countries (concept of reverse innovation).
The three main pillars of the CUBE IN platform, consisting of quizzes, a document library, and webinars, are presented. A deeper look at selected documents is taken to showcase the three-level structure of CUBE IN documents as well as highlighting both the cultural and innovation-related elements of the learning platform. Finally, the requirements for adding new countries to the platform are outlined.
This webinar is presented to you by CUBE IN project leaders Michael Schachner of Hofstede Insights and Douglas Thompson of SPI. The webinar was hosted by the European Union delegation to Jordan (EEAS).



European INNOvative business solutions in WorldWIDE markets


The INNOWWIDE consortium organized a final event to present and highlight the INNOWWIDE programme scope, goals, results, achievements and impact, and set the basis for future work in this field. This final event will provide evidence of the high leverage effects of the INNOWWIDE programme and its related Viability Assessment Projects (VAP) instrument to a wide range of stakeholders interested in SME innovation internationalisation programmes.

Egbert Schram, Hofstede Insight's CEO, was at the event to talked about the CUBE IN project and the support it provides to European SMEs aiming to innovate and internationalise. You can review the recording of the speeches about European innovation initiatives globally through ENRICH centres and the CUBE IN project below.


Expanding to South Korea: Explore the Dynamic and Innovative Culture

In this webinar about South Korea, organised in collaboration with the Global Cosmetics Cluster-Europe, we focus on understanding the Korean market and the importance of adapting the business models to it.

The first speaker Alex Eunkyeong Yu guides you through the intricacies of Korean culture. You will learn how traditional Korea has shifted into a dynamic, innovative and entertainment driven society. As an experienced executive coach and organisational development consultant, Alex focuses on the cultural challenges and consumer behaviour European businesses need to be aware of to succeed in this market.

One example of a successful European business on the Korean market is MARTIDERM. The second speaker, Sylvain Gleizes, give us a glance of what his company experienced while expanding to South Korea. He shares insights into how important it is to adapt the business model to the local market, select the appropriate sales channels and also what impact internationalisation can have on the innovation back home.



Intellectual Property Rights and Business Internationalization in SEA

When targeting new geographies, business investments are highly conditioned by how clear and settled ownership environment and intellectual property protection rules are. How can businesses protect their value while expanding globally? This webinar gives some insights on:
  • Importance of Business Internationalization for European SMEs
  • Agreements and Initiatives for Protection of Intellectual Property Rights in Portugal, EU and Singapore
  • Snapshot of the current intellectual property practices in Southeast Asian Nations
  • Cultural aspects and their influence in market penetration in Southeast Asia
  • Testimonial of a Portuguese SME in Singapore


How cultural differences matter? Getting started with internationalisation

There are many challenges that come with the internationalisation process of an organisation, and culture is definitely something you want to keep in mind when entering a new market. Luckily, Egbert Schram and Jean-Baptiste Leger are here to talk about their experience with internationalisation and show how focus on culture can enhance your chances of succeeding abroad. In this webinar, organized in collaboration with Space2Waves and NOVExport, these two experts will guide you through the following topics: 

  • Is your organisational culture ready to learn from and adapt to different ways of working?
  • How do you need to adjust your business strategies?
  • Are the people in your organisation ready to effectively communicate and connect with other cultures?
  • How to position your organisation in the local market?




How to be successful in Colombia?

Join our speakers in the CUBE IN webinar about Doing Business in Colombia, the initial gateway for the Colombian market. In this webinar, you will not only learn more about the intricacies of entering the Colombian market, but you will also get further insights into sectors offering potential investment opportunities for foreign companies.



High Context Marketing Communication for Chinese Consumers

In Chinese culture, the rules of storytelling and narrative differ from those we practice in Europe. In this webinar, we will explore how a global marketer needs to adjust its approach when telling a story in marketing communications. In particular, the webinar will explore the demands of communication in a high context culture - one where place, status, and personal identity play a bigger role in commercial narratives.


Below you can find the examples used in the webinar.

US -

China -



Making sense of Indian culture and the economic valuation of wastewater reuse and treatment in India

Watch the recording of our webinar and learn more about Indian culture, doing business with Indian partners as well as the economic valuation of wastewater treatment and its reuse in India.

Together with our first speaker, Akhilesh Mandal, you will dive into the intricacies of the Indian culture. On practical examples, Akhilesh will highlight the importance of culture for successful business partnerships and collaboration. In the second part of the webinar, Sukanya Das will focus on the significance of economic valuation of wastewater treatment and its reuse possibilities. 

In the last few decades, a significant amount of financial resources has been invested in wastewater across the globe. At the same time, there has been an increasing pressure on water resources, highlighting the beneficial effects of the reuse of treated wastewater. As a result, treated wastewater reuse is now an essential component of long-term sustainable water resource management. 



Building Effective and Collaborative Partnerships for Business or Social Projects in Africa

Watch the recording of our webinar, and you will learn more about how to leverage culture to successfully collaborate on new ventures or projects in Africa. European SMEs can use Hofstede's 6-Dimensional model on culture to quickly establish the right understanding and build trust with their potential partners on the continent. Our speaker, Okey Okere, managing director of Hofstede Insights Nigeria, illustrates this through case examples comparing selected European and African countries. In the second part of the webinar, Myriam Munezero, the Chairperson of Think Africa, presents Think Africa's professional service and talk more about sourcing and utilizing local knowledge with a focus on the development of African countries.



Agri-business Innovation in Latin America – Cooperation and User Centric approaches are key success factors

The innovation and digital transformation of the agribusiness sector in Latin America is undoubtedly evolved rapidly throughout recent years. The characteristics of the business environment, as well as the cultural aspects in the different countries of the region, are crucial in obtaining a thorough understanding of this sector.    

This webinar organised in collaboration with ENRICH Brazil illustrates how the agribusiness sectors have been reformed through the galvanizing impact of digital transformation in Latin America, especially in Brazil. The speakers of this webinar are Mr Daniel Langue, Innovation Manager at Bosch Latin America who talks about Agri-business Innovation in Latin America and Mr Christian Filli, Associate Partner of Hofstede Insights, who provides cultural insights of doing business in Latin America



The influence of cultures on innovation management capacities of SMEs

How can SMEs use organisational culture to promote innovation mindset? How national culture affects innovation? Learn more about the influence of culture on innovation in this webinar organised in cooperation with IMP3rove Academy.




Removing Cultural Barriers to Innovation

What are the cultural barriers to innovation? What changes are needed in order to ensure sustainable growth by innovation? In this webinar, you can learn more about how to identify the often hidden cultural barriers in your organisation. The webinar was organised in cooperation with the IMP³rove Academy.





Vietnam - ICT trend and how to successfully enter the market

The outlook for Vietnam’s information and communication technology (ICT) market is strong at an average growth rate of 8 per cent between 2016 and 2020. The ICT industry (especially software and services) is expected to grow tremendously as Vietnam has emerged as a production centre for both IT hardware and services such as software development outsourcing.

The Vietnamese Government has identified ICT as a key sector contributing to the country’s development and has devised a Master Plan for Information Technology. This plan specifies targets for 2020 and aims at turning Vietnam into an advanced ICT country. The government has pledged to invest approximately US$ 415 million from the State Budget in the ICT sector by 2020.

In this webinar, attendees are invited to listen to the presentations about ICT trends in Vietnam, how to successfully enter the Vietnamese market and about protecting IPR. The webinar was held in collaboration with the SEA IPR SME Helpdesk project.



Understanding China deeper: From business culture to its innovation enhancement

Are you interested in learning more about doing business in China?


In this webinar, you can learn more about the innovation landscape in China, especially in terms of existing supports (strategy, initiatives, programmes, funding, etc.) to encourage/initiate innovation among Chinese companies/businesses and how this attracts EU companies to consider on doing business in China.






How to increase effectiveness in cross-cultural environments

Nonverbal communication is key for building trust and cooperation. The goal of our webinar is to create greater awareness of your own body language, to uncover sabotaging patterns in your nonverbal communication and how to communicate more authentically. The webinar will provide you with guidelines on how to distinguish cultural specific cues, how to react to them, and how to create greater trust and cooperation with your peers.

Download webinar slides here


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