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Join one of our cutting-edge webinars and discuss topics related to culture, business, and innovation.


Upcoming webinars

Entering the Kenyan Market

Wednesday December 8, 2021 - 14:00 to 15:00 CET

In this webinar, we will explore 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. We are thrilled to welcome 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, to our CUBE IN webinar. Our speakers will guide you through the important issues impacting effective business transactions and international collaborations between Kenya and European countries.

The webinar is 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


Ph.D. OKEY OKERE - Okey Okere is an experienced knowledge service professional with over 20 years of experience. His management consulting experience includes intercultural management, organisational culture, business analysis, strategy, finance, credit/risk analysis and investment research & advisory. Okey currently works as the Chief Executive Officer of Hofstede Insights Nigeria – the group’s first office in Africa. He has delivered numerous training programmes on diversity and inclusiveness, intercultural management and organisational culture in Nigeria, Cameroon, Belgium and Germany.

ERICK NGALA - Erick has over 14 years of working and consulting experience in the private, public sector and Non-Governmental sectors. He is a lead consultant in Human Resource advisory, strategic planning and capacity building. He is well versed in corporate governance, strategic planning, leadership capacity development, organization design and development, organization capability assessment, job evaluations, HR surveys and performance management systems. He is also a balanced scorecard expert and experienced in BSC set-up, training and implementation. Erick has extensive experience in process consultancy and has been involved in turning around organizations through practical process re-engineering programs.

BOB VAN DER BIJL - Bob has been working in Kenya for almost six years; he started off as managing director of a Dutch-owned factory, but over the past 4 years he has been running his own companies in agribusiness and consulting. As an entrepreneur, he has developed an agroforestry project and is currently setting up a new venture in mango processing. As a consultant, he provides business advice and assistance in fund-raising, as well as advising a large number of organisations, mainly in the agribusiness domain.

Bob is an economist, who has worked in various other African countries. He has also worked as the managing director of the Netherlands-African Business Council for 8 years. Bob has visited almost 40 African countries since 1990 and has a good business network in the Netherlands as well as in many African countries.

Past webinars

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.





Building Trust in Russia

Trust is now more than ever essential, as it is undoubtedly one of the greatest assets when it comes to facilitating group cooperation. It impacts simple habits, routines, processes, and roles that increase our predictability and reduce uncertainty.

This webinar will give you a better understanding of the mechanics behind Trust, why we need it and how to build Trust with Russian business partners.  Learn more about the impact of Trust on your business with our experts.





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.






Managing employees across cultures

In this final CUBE IN webinar of 2018, we will discuss how culture affects employee motivation, their expectations and what kind of balance they strive for in their life.


Doing Business in Nigeria and the African Continent

Are you interested in learning more about doing business in Nigeria or elsewhere in the African continent?

This webinar provides you with an overview of the culture and the business practices in Nigeria, and advice on how those may differ from other parts of the African continent.

Download webinar slides




Doing business in Qatar

Are you interested in Doing business in Qatar or pursuing a partnership in the area?

This webinar provides you with an overview of the cultural values and advice on how to enter the market or form partnerships in the region.

Download webinar slides



Innovation Landscape in Brazil

This webinar brings together the expertise in the innovation of ENRICH Brazil and the Cultural expertise of a Brazilian expert consultant of Hofstede Insights.

They discuss the current STI landscape and the implication and best practices when doing business in Brazil.



How to effectively manage a multicultural workforce

In this webinar, George Lupascu will introduce different dimensions of culture that influence the way we behave and relate to each other in business. He will offer insights into how to manage such a multicultural workforce.



Negotiating Across Cultures

Adapting to local styles of doing business is often the difference between success and failure. 

In this webinar will Jean-Pierre Coene and Marc Jacobs, authors of the book Negotiate like a local, give you the keys to adapting your style and to understanding the underlying reasons for "why" we act the way we do.



STI (science, technology and innovation) Landscape in China

This webinar was conducted in cooperation with the project ENRICH.
ENRICH is a global network of centres and hubs that promotes the internationalisation of European science, technology and innovation (STI).

Please find more information about ENRICH under


Global Virtual Teams

The goal of the webinar is to make participants better equipped to successfully conduct virtual meetings in an intercultural environment.  The webinar will provide you with the required tools to successfully manage, be better prepared and meet the aims and objectives of a meeting.



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



Doing business in Malaysia and Indonesia

Have you been considering investing in an Indonesian and Malaysian business or pursuing a partnership with an Indonesian or Malaysian firm?

This webinar will provide you with an overview of Indonesian and Malaysian cultural values and will explain how they apply specifically to business interactions.


How to manage across cultures: Cultural Intelligence as the key to success

This webinar explores Cultural Intelligence as a critical mindset and skillset for managing across cultures.  We will discuss how to master three aspects of being a culturally intelligent global leader, which include: openness, curiosity, and knowledge.


Doing business in India

A fast developing economy, a growing middle class and a very young workforce in India has made global businesses vie for a piece of the Indian pie. However, for these very reasons, India can be a complex cultural puzzle to solve, especially due to its extremely heterogeneous population. Generational, linguistic, professional, religious and socio-economic differences within the country make it a glaring mosaic of contrasts, paradoxes and mazes and understanding these can be key to succeeding in the country.

Join Divya Susan Varkey and Nadir Karanjia, Associate Partners of Hofstede Insights in India, to learn more about the nuances of Doing Business in the Indian Subcontinent.



Is your organisation ready to go international?

In this webinar, Piotr A. Gryko, Senior Associate Partner at Hofstede Insights, will ask the question, "Is your organisation ready to go international?" Piotr will cover topics such as:
Organizational Culture
What is it?
Why should it matter for SME’s?
What is essential when going international inside the organisation?
Tools available



How to close deals across cultures

In this CUBE IN session, Jan Vincent Meertens, a consulting and training expert who has worked in over 8 countries and is the celebrated author of the book, “Do We Have a Deal”, will show you which factors influence negotiations and co-operation, in order in prepare yourself and leverage cultural knowledge to conduct successful negotiations across countries.


How cultural knowledge will help you succeed in emerging markets

This webinar, the first one in a series of monthly webinars, explains what culture is and why it is important to know about culture when going to emerging markets.
This webinar will also explain how to best make use of this portal.
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