+603 7967 4645 / 6907 / 6921 asia_euro@um.edu.my

Webinar: Intercultural Management - Doing Business In ASEAN


Webinar: Intercultural Management - Doing Business In ASEAN

This event has new dates


Inter-cultural management has become an indispensable management practice in any business organization. Effective communication, networking and interaction with colleagues and clients who from different cultural and social backgrounds is seen as an important skill for anyone involved in doing business. The webinar focuses on socio-cultural realities and business contexts in ASEAN countries. It aims to equip participants with inter-cultural communication and networking skills and knowledge that are particularly pertinent for conducting business activities in the ASEAN region. The webinar is designed for a wide audience, including businesspersons, entrepreneurs, representatives of NGOs, academics, students and everyone who is interested in inter-cultural issues important in doing business. Upon successful completion, participants will receive an official certificate from the Asia–Europe Institute, Universiti Malaya.

Experts on inter-cultural management and communication will deliver lectures and facilitate discussions in the webinar. Among them are Distinguished Professor Dato’ Dr Rajah Rasiah (Universiti Malaya), Professor Andreas Stoffers (Director, Friedrich Naumann Foundation, Vietnam; Professor of International Management, International University SDI Munich), Roberto Benetello (Executive Director, Business Council for Sustainable Development (BCSD) Malaysia) and Oliver Regner (Executive Director, European Chamber of Commerce in Vietnam (EuroCham Vietnam)).

Participation fee:

Students: USD $45
Others: USD $90

Fee is for all 4 sessions. Limited to 30 participants only.

Contact persons:
Ms. Mengxue Peng (qqd190007@siswa.um.edu.my) +603 2246 3440
Mr. Alexander Lourdes (alexander.lourdes@um.edu.my) +603 7967 6921


Rajah Rasiah is Distinguished Professor of Economics at the Asia Europe Institute, University of Malaya. He obtained his doctorate in Economics from Cambridge University in 1992, and was a Rajawali fellow at Harvard University in 2014. He was the first holder of the Khazanah Nasional Chair of Regulatory Studies, and served as Dean of the Faculty of Economics and Administration, University of Malaya in 2009-2010 and 2013-2014. He was a member of the GLOBELICS scientific board over the period 2012-2017, Professorial Fellow at UNU-MERIT since 2004, Senior Research Associate at the Technology Management and Development Centre at Oxford University, Professorial Fellow at the Centre for Rising Powers, Cambridge University, an advisory member of the Industrial Development Research Centre, Zhejiang University over the period 2010-2015, Member of the Advisory Board of University of Cambodia over the period 2005-2015, Visiting Professor at Lahore School of Economics (2019), Visiting Professor at UNIMAS (since 2018).

He has delivered public lectures, policy talks and keynote speeches at several universities, including Cambridge, Oxford, Harvard, Columbia, University of California (Berkeley), Emory, American University, George Mason University, University College London, Meijo University, Zhejiang University, National University of Singapore, Monash, Melbourne, Australian National University, University of Capetown, Witswaterand, Murdoch, Latrobe, Macquarie, Sydney, Wollongong, University of Philippines (Diliman), Jawaharlal Nehru, Culcutta, Indian Institute of Management (Bangalore), Lahore School of Economics, Mohamad Ali Jinnah, University of Malaya, University Kebangsaan Malaysia, Universiti Sains Malaysia, Chulalongkorn University, Chiengmai University, Beijing University, UNIKAMP (Sao Paolo), University of Buenos Aires, Manchester, National Taiwan University, Soeul National University, Bocconi University, University of Rome, UNU-MERIT (Maastricht), Adama, Copenhagen Business School, Aolborg, Lund, University of Indonesia, University Padjajaran, Agricultural University of Bogor, Universiti Tunku Abdul Rahman, Sunway University, University Institute of MARA (Shah Alam), and Universiti Malaysia Sarawak.

His policy-oriented work includes research in several countries in Asia, Africa and Latin America. Among the major contributions he has made for the benefit of society include the conceptualization of technology, and its link to development, and methodologies designed to capture clustering, technological capabilities and industrial policies. In recognition of his competence the United Nations Conference for Trade and Development, United Nations Industrial Development Organization, World Bank, International Labour Organization, the World Intellectual Property Organization, United Nations Educational, Scientific and Cultural Organization, United Nations Development Programme, the Asian Development Bank and the Economic Research Institute for ASEAN and East Asia have commissioned the writing of several reports for guiding industrial policy in the developing economies. He was also one of the principal authors of the United Nations Industrial Development Organization’s (UNIDO) 2009 flagship report, and one of the editors of the 2015 UNESCO Science Report. His research and policy work has produced over 280 publications in international journals and prestigious presses.

While the prime focus of his research is on technology and international development, he has also worked extensively on foreign investment, human capital, public health and environment. He is the 2014 recipient of the Celso Furtado prize from the World Academy of Sciences for advancing the frontiers of social science (economics) thought. In light of his outstanding impactful contributions to scholarship, Malaysia's Ministry of Higher Education conferred him the award of Distinguished Professor in the field of Economics in 2017. He was conferred the Merdeka (Independence) Award for academic excellence in 2018. He was conferred the state title of Dato’ by the Sultan of Perak in 2019.

Over 20 years of experience in international relations and business facilitation, general management, marketing and business development in various sectors. Roberto’s work experience includes strategic business planning, marketing, international business development, start-ups, turnarounds and event planning.

Roberto’s genuine passion and commitment to sustainability and his eagerness to act as a catalyst in helping businesses in the transition to a sustainable world, have led him to take the role of Executive Director of the Business Council for Sustainable Development Malaysia, a Global Network Partner of the World Business Council for Sustainable Development (WBCSD), the world’s leading corporate sustainability organization.

In the recent past Roberto led the EU-Malaysia Chamber of Commerce and Industry (EUMCCI) in Kuala Lumpur for almost four years, joining the organisation in April 2016 as Chairman. The valuable contributions he made during his brief chairmanship prompted the Chamber to appoint him as EUMCCI’s first CEO to further leverage on his capability and expertise in operations. During Roberto’s tenure the Chamber became one of the most influential organisations and advocacy platforms in Malaysia.

During his career Roberto held several senior general management positions in the private sector, working fortune-500 companies and start-ups in countries such as Italy, UK, Spain and Malaysia and in sectors such as medical and scientific equipment and instrumentation, consumer goods/services and consultancy.

Roberto holds an MBA from SDA Bocconi School of Management in Italy and a Master’s Degree in Marketing from Lincoln University, UK. Roberto is currently a PhD candidate at the University of Malaya, Asia Europe Institute Malaysia working on a research project on business sustainability.

Being a commercial lawyer and holding a pre-degree in business administration, Oliver has been providing and developing services for enterprises in continuous executive positions. He engages/d in private business, chambers of commerce/business associations and development cooperation in Germany, Georgia, China and Southeast Asia. Additional activities are related to vocational training and lectures, tourism management and the support of EU programmes. He is (co-)author of several publications and frequently sought for as a speaker/moderator for business events. Currently, Oliver is Executive Director of the European Chamber of Commerce in Vietnam (EuroCham Vietnam).
Prof. Dr. Andreas Stoffers studied political science and economics with a focus on International Relations and completed his PhD on German – Thai relations. Andreas has many years of practical management experience in the areas of sales organization, sales management, leadership of strategic projects and business development in Southeast Asia, with a remarkable yield impact. As a long-time member of Deutsche Bank AG Vietnam Executive Board, he was responsible for successful market intelligence and opening up of new markets. As Vice Chairman of the European Chamber of Commerce (Euro Cham) and Board Member of the German Business Association Vietnam (GBA), Andreas established profitable business contacts with decision makers in business, lobbying organisations and politics. His many contacts in Southeast Asia, especially in Thailand and Vietnam, make him an expert on the entire ASEAN region. Since 2014, Andreas is Professor of Business Administration and International Management at the University for Applied Languages in Munich. Moreover, he is Visiting Professor at Vietnamese-German University in Binh Duong/Vietnam. Since September 2019, Prof. Stoffers is on leave in order to work in Hanoi as Country Director Vietnam for Friedrich-Naumann-Foundation.
Dr. Sameer Kumar has a PhD in Social Networking and is presently working as Associate Professor at Asia-Europe Institute, University of Malaya. He has extensive prior work experience as IT Project Manager and also holds a PMP® (Project Management Professional) certification from PMI, USA. At Asia-Europe Institute (AEI) Dr. Sameer has taught courses at the Masters level on K-Economy, Social and economic dimensions of Digital Economy, History of Southeast Asia and Research Methods . He has been the Program Co-ordinator for International Masters in Information Management (2014 - 2016) and is currently the Programme Co-ordinator for International Masters in ASEAN Studies program (2016 -). He is the founding Managing Editor of AEI Insights (an official AEI peer reviewed journal) since 2014. During 2015 he was the visiting scientist at Ilmenau University of Technology, Germany. His current research and teaching interests are in the field of Social Networks, Digital economy in Asia-Europe, Academic network, and History of Southeast Asia. Dr. Sameer has successfully completed grant-based research projects (High Impact Research and UM Frontier Science Research) as Principal Investigator and a bilateral interational project (ETH- Switzerland funded). He has organised international workshops and events and has chaired panels in international foras. He is the life member of Computer Society of India and member of several national and international research centers and associations. He has several papers published in ISI-Web of Science indexed journals (publishers include Springer, Emerald, Wiley, McMillan Palgrave, Elsevier and others). He has regularly reviewed for top ISI journals including JMIR, PlosOne, JASIST, Scienometrics, and several others and supervises candidates at both Masters and PhD levels.

Full Programme

10th November 2020 (Tuesday) @ 4:00pm - 5:30pm MYT
Session 1: "Introduction to Intercultural Management"
Speaker: Distinguished Professor Dato' Dr. Rajah Rasiah, Professor of Economics, Asia-Europe Institute, Universiti Malaya
Moderator: Assoc. Prof. Dr. Sameer Kumar, Asia-Europe Institute, Universiti Malaya

Abstract: Intercultural Management has become an increasingly important field of management. The concept refers to an awareness, understanding and respect of other cultures in an international context. The application of it requires acknowledgement of cultural differences in management, which as a concept, has diffused into all aspects of management. Intercultural management had particularly evolved strongly to manage successful cross-cultural and cohesive teams. Its mastery requires the development of cross-cultural capabilities, which offers the potential to management cross-border, regional, and global activities. In this presentation, using examples, I focus on why it is important, and how it has progressed in selected areas of management, such as marketing and production.

12th November 2020 (Thursday) @ 4:00pm - 5:30pm MYT
Session 2: "Intercultural Communication in ASEAN corporates"
Speaker: Mr. Roberto Benetello, Executive Director, Business Council for Sustainable Development (BCSD) Malaysia
Moderator: Assoc. Prof. Dr. Sameer Kumar, Asia-Europe Institute, Universiti Malaya

  • Globalization and intercultural management
  • Values under the influence of culture and technology
  • Intercultural competence
  • Intercultural communication, PR, Internal communication, Marketing, CSR and Diversity
  • Leadership across cultures
  • Multicultural teams

17th November 2020 (Tuesday) @ 4:00pm - 6:00pm MYT
Session 3: "Intercultural preparation & Networking in the international environment of an ASEAN company"
Speaker: Mr. Oliver Regner, Executive Director, European Chamber of Commerce in Vietnam (EuroCham Vietnam)
Moderator: Assoc. Prof. Dr. Sameer Kumar, Asia-Europe Institute, Universiti Malaya

  • Challenges of intercultural preparation and networking for the company and for the individual
  • Culture shock models
  • Successful intercultural preparation
  • Expatriation circle
  • Specific networks in ASEAN and European companies
  • Practical advice: How to get information on the company and its intercultural policy
  • Practical advice: How to build up one's own network
  • Practical advice: Do's and don'ts in ASEAN companies
  • 5:30pm - 6:00pm : Project briefing by Prof. Dr. Andreas Stoffers

24th November 2020 (Tuesday) @ 4:00pm - 7:00pm MYT
Session 4: "Project Work & Participant’s Presentation"
Speaker: Prof. Dr. Andreas Stoffers, Director, Friedrich Naumann Foundation, Vietnam; Professor of International Management, SDI Munich
Moderator: Assoc. Prof. Dr. Sameer Kumar, Asia-Europe Institute, Universiti Malaya

  • Students present their findings to the others
  • Peer review
  • Comments by the professor
  • Wrap-up, Q&A and practical advice (by the professor)
  • Students elaborate on a short introduction of an ASEAN company as a case study
  • Areas to be covered: (1) Introduction of the company (facts and figures, history), (2) International business communication of this company in the areas (i) PR (external), (ii) Internal communication), (iii) Marketing, (iv) CSR and Diversity. Sources: Company's website, desktop research (google), (3) presentation of oneself (self-presentation)
  • Target: short ppt-presentation (5-10 pages per student)

How to register and make payment

All registration and payment will be handled by UM Event.

  • Go to https://umevent.um.edu.my/wimdba and Login. If you do not have an account, please Create An Account.
  • Once logged in, please find the webinar (WEBINAR: INTERCULTURAL MANAGEMENT - DOING BUSINESS IN ASEAN) and click the "Register" button.
  • Fill up the necessary details. For "As A:", select "Participant". Click "Submit" button to register for this webinar.
  • Next step is to make payment. Please click on the name of the webinar in the list of your registered event (My Conference).
  • Payment Status -> "Click Pay Now"
  • We only accept online payment (Credit Card / Debit Card / Online banking (FPX))

Once payment is verified by us, we will send you the Zoom link to join the webinar.

Students: USD $45 per person
Others: USD $90 per person
(Fees paid are for all 4 sessions)

We will close registration after we have 30 participants.

Last Updated: 04/09/2020