In the next few years most of the world growth is expected to come from emerging markets like China, India, Russia, Colombia, South Africa, United Arab Emirates and others. These markets will present interesting opportunities for your clients but also cultural challenges. The Horizon 2020 project CUBE-in is up and running, offering a set of tools to help companies become more familiar with the business cultures of various developing markets. Take a look at some upcoming opportunities for you and your clients.

Business support organisations generally help with technical and legal unfamiliarities in new markets. But the biggest barrier to business abroad is often cultural. Businesses need to build trust with new partners, subcontractors, distributors and all parts of the value chain. They also need to understand how they should adapt and innovate on their product/service to match consumer expectations abroad.

CUBE-in: a platform on culture and innovation

CUBE-in is a free platform on culture and innovation for European SMEs interested in innovating in emerging economies. It includes an online library and a training and mentoring package. The programme meets multiple needs—market entry, export growth, and product innovation. From self-assessment tests to company missions on the ground, this is a complete toolbox that can help your clients take their first steps into new markets with confidence.

Take a look at some upcoming opportunities below, more opportunities will be communicated throughout 2018. You can also suggest a trade mission to become part of the CUBE-in programme.

A learning portal for SMEs

On the learning portal (link is external), companies can:

  • take self-assessment tests on their cultural awareness
  • ask questions to experts on the Q&A forum
  • access an online library of country and thematic guides (e.g. Doing business in Indonesia, negotiation in Russia)

A year-round webinar programme

CUBE-in will organise 17 webinars this year. SMEs can register and attend free of charge. The first three webinars are already open for registration. Sign up on the learning portal (link is external).

  • How to close deals across cultures, January 19, 2018, 15:00 to 15:45 CET

This webinar will help SMEs to prepare and leverage cultural knowledge to conduct successful negotiations across countries. It will be held by Jan Vincent Meertens, a consulting and training expert who has worked in over eight countries and is the celebrated author of the book: “Do we have a deal?”.

  • Doing business with the Russians, February 13, 2018, 15:00 to 15:45 CET

Are you planning a move to Russia? This webinar introduces the specifics of Russian business culture and gives participants the keys to doing business successfully in Russia.

  • How to manage effectively across cultures, April 10, 2018, 15:00 to 15:45 CEST

The role and responsibilities of a manager differ in different cultures. From a father figure to a motivator, discover the manager you need to be to conduct business effectively in emerging economies.

Culture learning circles

Culture learning circles are training programmes targeted at SMEs from specific industries who are looking to do business in a particular emerging market. They take place either in Europe, in one of the emerging economies or virtually. Participation is free of charge.

Currently, there are three circles which your SMEs are welcome to join. But you can also get in touch with CUBE-in if you have SMEs preparing for a trade mission in an emerging economy in 2018. They can integrate the CUBE-in training programme into your preparations for the trade mission, providing added value to your clients.

These are the circles that are open for registration:

A webinar about cultural trends and how they change the banking sector. How to win Arabic customers in Europe with cultural product innovations?

  • Culture training in Halal Food for the Arabic world for companies, Riga, February 9, 2018 and a webinar on February 26, 2018

In a one-day programme plus a follow-up webinar, SMEs in the FoodTech industry will prepare for expansion towards the Middle East.

The application phase is open until January 25. European SMEs will visit the 41st China International Furniture Fair in Guangzhou, furniture hotspots in Shanghai and attend meetings with marketing experts.

Contact information

For more information, register on the learning portal (link is external).



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