IMBA 2.0 Enrichment Talk on cross-cultural business strategy

IMBA 2.0 Enrichment Talk on cross-cultural business strategy

The ‘IMBA 2.0 Enrichment Talk: Cross-cultural Business Strategy’ was held successfully on 13 April, 2019, where Mr. Baniel CHEUNG, Adjunct Assistant Professor at the Faculty of Business and Economics, and Mr. Eudes FABRE, CEO North Asia of Lagardère Travel Retail, who is also our alumnus of the EMBA Global Asia programme, shared their insights on cross-cultural marketing strategies, and the impact of culture on entrepreneurship.

Presenting the theoretical framework and cases of cross-cultural people management, Mr. Baniel Cheung emphasised the importance of ‘effective team mix’ and how it affects the entire communications and marketing strategies of an organisation. Mr. Eudes Fabre gave a talk on ‘Creating competitive cross-cultural business and marketing strategies’, and shared how he managed to bring the foreign brand Lagardère to the Chinese market. Mr. Fabre mentioned the biggest challenge to operate a company in a foreign market was to keep the unique cultures of the brand while develop a different business model to meet the local needs.

The enrichment talk ended with a Q&A session, where participants and the speakers had engaging exchanges.

   

Mr. Baniel Cheung and Mr. Eudes Fabre shared their market insights with the audience.

 

 

Other Events
Shaping Tomorrow’s Leaders: HKU Business School signs MoU with Societe Generale
2025 | News
Shaping Tomorrow’s Leaders: HKU Business School signs MoU with Societe Generale
As a promising step toward making a difference for our students, we have signed a Memorandum of Understanding (MoU) with Societe Generale. The collaboration will provide opportunities for students, foster unique research initiatives, facilitate professional development, and offer hands-on industry experience in Finance, Banking, and Business.
Exploring China’s Economic Landscape: Stanford Delegation Visits HKU Business School
2025 | News
Exploring China’s Economic Landscape: Stanford Delegation Visits HKU Business School
HKU Business School had the honour of hosting a distinguished delegation from the Stanford Center on China's Economy and Institutions. The delegation included over 30 undergraduate students and staff from various departments such as the School of Engineering, School of Humanities and Sciences, Doerr School of Sustainability, as well as the Stanford Centre on China's Economy and Institutions, all with a keen interest in the latest developments in the Chinese economy and its global impact. Our School was delighted to host this delegation and witness the exchange of knowledge, ideas, and experiences that will undoubtedly enrich the academic communities of both Stanford University and the University of Hong Kong.