International Business Communications in a Globalised World: Cross-Cultural management in ASEAN

Author: Andreas Stoffers (SDI Munich, Germany)
Speaker: Andreas Stoffers
Topic: Ethnography of communication
The (SCOPUS / ISI) SOAS GLOCAL CALA 2019 General Session


ASEAN, whose economy has grown at an average rate of 6% p.a. over the last 15 years, is one of the most dynamic and promising regions in the world. According to the PwC study “The World in 2050”, Vietnam, the Philippines, Indonesia, and Malaysia will be ranked among the top ten fastest growing economies with annual growth rates between 4.1% and 5.3%. The other ASEAN member states are not far behind. Long before the inauguration of the ASEAN Economic Community (AEC) in 2015, the European Union’s economy in general and Germany’s in specific had realized the potential of Southeast Asia as an outlet, trading partner, and production location.

In times of globalization, the world is getting more and more connected. Besides bilateral relations, regional economic zones like ASEAN, the EU and NAFTA as well as multinational Free Trade Agreements are gaining ground. At the same time the demand for managers and specialists in this region is rising significantly. Managing this development successfully is a challenge for everybody involved from business to diplomacy, from NGOs to individuals. It should be the target of all sides to increase the perception and understanding of each other. High-end Inter-Cultural Business Communication skills, which includes Cultural Due Diligence is becoming a key factor of success in business.

In his presentation, I analyze various factors of cross-cultural management on the background of German-Vietnamese relations. At the other end he will give recommendations and an outlook on international business communications with ASEAN, one of the most vibrant regions in the 21 st century, which could be called the “Pacific Century”.

Keywords: ASEAN, The EU, NAFTA, Communication, Trade