Amsterdam School of International Business

Fostering cultural savviness: how can AMSIB help corporates


In a conversation, a Senior Director who heads Global Customer and Market Insights & Performance Analytics, shared a pressing concern in their department when working internationally. This issue brought attention to the importance of intercultural communication skills in the business world, a subject that AMSIB actively teaches as part of its 'Global Mindset' approach. In response to this challenge, I contacted Chie Misumi and Andreia Carita, both Intercultural Communication lecturers. Together, they proposed a customized workshop designed to help navigate the intricacies of the German and Japanese markets more effectively.

“ We've seen instances where professionals shine in their home markets yet are challenged in foreign arenas.”

Andreia Carita - Intercultural Communication Lecturer

“I notice that my Japanese or German clients rarely share honest feedback when they have a senior or a boss in the same meeting. How do I get around this?” - Senior Director, Head of Global Customer and Market Insights & Performance Analytics

Why do you think that intercultural communication is an essential business skill to master?

I see international business and engagement with professionals hinging on two pivotal aspects: emotional and cultural intelligence.

While emotional intelligence often aligns with understanding human emotions, cultural intelligence appears as the game-changer, especially considering its diverse interpretations across borders. We've seen instances where professionals shine in their home markets yet are challenged in foreign arenas—take, for instance, the organization that enlisted our workshops.

What's in it for AMSIB to offer workshops on intercultural communication to our corporate partners in need?

Having successfully conducted workshops alongside Chie on intercultural communication, I understand the value of engaging with businesses. By immersing ourselves in real-world dynamics, we enrich our teaching modules and empower our students for their future career. Furthermore, real business cases help us to bridge the theory with the practice, which provide for better learning.

On another note, I think it's crucial for us to establish our identity as a hub of knowledge. It would be good to become a go-to knowledge institution for working professionals on specific areas of expertise.

Given our ambition to empower AMSIB graduates for global success, mastering this skill holds paramount importance. As our graduates embark on careers spanning the world, mastering cultural intelligence isn't only an asset— it's a fundamental necessity. We are eager to empower professionals to excel in this crucial competency.

What did you learn from delivering these workshops?

Reflecting on my experience from delivering these workshops, I learnt that there is a wealth of insight that spurred me to seize this opportunity from the outset. Firstly, it serves as an invaluable channel for gathering first-hand intelligence about ongoing market trends and the precise challenges professionals confront—a goldmine of information to enrich our teaching.

Moreover, the cross-cultural dimension offered me an enriching learning curve. While my ability primarily revolves around Southern European cultures, collaborating with Chie widened my horizon to the nuances of Japanese culture.

Beyond knowledge exchange, this endeavor also proved transformative for my personal growth. As someone accustomed to educating students, adapting my role to that of a facilitator for external professionals was a dynamic shift, one that bolstered my professional acumen.

In essence, these workshops haven't just been about imparting knowledge—they've been a holistic journey of learning, broadening horizons, and advancing my own professional evolution.