Live Webinar - Doing Business in China From a Cross-Cultural Perspective: The Case of Bühler’s Leadership


The webinar brings together a panel of executives and academics to discuss the key differences in doing business in China and dealing with the challenges of these exciting markets. They will share their insights and describe best practices for effective collaboration and trust building. Bühler’s leadership in China will be featured.

17 September 2020, 10:00 a.m. - 11:30 a.m.

Registration and Program (Attendance is free of charge)

More and more Swiss firms are aware, that building market share and profiting from the large potential in Asia, is only possible by setting up local manufacturing units, R&D centers and regional HQs in Asia. Therefore, China is a key market for Swiss and European companies. However, succeeding in China requires acknowledging and successfully dealing with differences in terms of relationships with employees, competitors, customers, and the government. It also requires overcoming challenges such as attracting and retaining talent and finding reliable business partners. And a lack of awareness of how Chinese and European cultures differ in leadership styles, HRM, marketing, and strategy practices can lead to many mistakes and missed opportunities.

This webinar is dedicated to the memory of Dieter Voegtli, who played a major role in the growth and success of Bühler in China and Asia. Dieter Voegtli started his career at Bühler in 2004 and served as the President of Bühler Group China and the Asia Pacific until the end of 2018. In 2019, Dieter Voegtli returned to Switzerland as the President of the Global Sales and Service Organization. Dieter Voegtli has built a strong Bühler organization with his authentic leadership, trust-based management, and investing in talent development. Dieter passed away early June following a brief illness.

About the “Intercultural Management” Group at HEIG-VD
As a multi-cultural and multi-disciplinary team, our aim is to enable managers, engineers and entrepreneurs to connect and collaborate across cultures to create social and economic value. Our area of expertise is intercultural management in the context of emerging markets and namely cross-border mergers and acquisitions, headquarters - subsidiary relationships, internationalization of SMEs and startups, and international entrepreneurship development.