In August, the Qingdao International Business Association (QIBA) hosted a seminar titled “Intercultural Competence – How to Deal with Other Nationalities and Succeed” at the Haier InterContinental Hotel, attended by 30 professionals from Chinese and international companies.

 This presentationexplores the critical role of cultural intelligence in achieving sustainable overseas business growth.Drawing on over 20 years of leadership experience in China and international markets,Guido Maune,German intercultural expert, provided a structured framework for understanding and applying cultural competence in real business situations.

Using recognized models such as Erin Meyer’s Culture Map and Geert Hofstede’s Cultural Dimensions, the session illustrates how differences in communication, trust-building, decision-making, and leadership styles impact business outcomes.

The lecture combines real-world cases, such as the failure of OFO's overseas expansion, to provide practical experience. Curated video examples brought cultural contrasts to life,sparking lively discussions and insightful questions.

Participants engaged deeply, discussing how to handle indirect communication, interpret conflict-avoiding cues, and align expectations across cultures. Key takeaways included:

• Cultural awareness is a strategic capability—understanding silence and non-verbal cues.

• Flexibility matters — adapting timelines and approaches in polychronic cultures.

• Building trust through rituals — small cultural rituals, like tea, greetings, or gift-giving, foster meaningful relationships.

By understanding cultural competitiveness, we realize thatChinese companies are rapidly accelerating their globalization journey, shifting from cost-driven expansion to technology-driven growth. This transformation opens unprecedented opportunities in international markets, but also introduces complex cultural challenges that can make or break success abroad.

QIBA aims to cultivate global understanding and intercultural fluency, providing a platform for companies to expand confidently into European and global markets.

Qingdao International Business Association

Share Wisdom, Discuss Cooperation, Create the Future Together.

QIBA（Qingdao International Business Association) was established in 2006, aims to build an experience sharing and networking platform for foreign and Chinese entrepreneurs and professionals to find new opportunities, discuss coorperations and create the future together.