Doing Business in China From a Cross-Cultural Perspective : the case of Bühler’s Leadership in China

More and more Swiss firms are setting up local manufacturing units, R&D centres and regional HQs in Asia, in addition to exporting. China is a key market for Swiss and European companies. However, succeeding in China requires acknowledging and successfully dealing with differences in terms of relationships with employees, competitors, customers, and the government, and overcoming challenges such as attracting and retaining talent or finding reliable business partners. And, a lack of awareness of how Chinese and European cultures differ in leadership styles, HRM, marketing, and strategy practices could lead to many mistakes and missed opportunities.

The webinar brings together a panel of executives and academics to discuss the key differences and common mistakes that European firms are making in China. They will share their insights and provide best practices for effective collaboration and trust-building. Bühler’s leadership in China will be featured. 

This webinar is dedicated to the memory of Dieter Voegtli, who played a major role in the growth and success of Bühler in China and in Asia. He has built a strong Bühler organization with his authentic leadership style, trust-based management and investing into local talent development.

The webinar is related to the project on Sino-Western M&As funded by the Swiss National Science Foundation (SNSF):



10:00 a.m. Opening: Project on Sino-Western M&As funded by the SNSF

  • Prof. Dr. Johannes Ullrich, University of Zurich, Switzerland

10:10 a.m. Buhler’s leadership in China

  • Mr. Calvin Grieder, Chairman Bühler Group, Uzwil, Switzerlan
  • Ms. Connie He, Head of  HR, Bühler Asia, Wuxi, China
  • Mr. Shao Liping, VP Bühler ASA, General Manager, Bühler Changzhou- Liyang, China

10:55 a.m. Evidence from the project on Sino-Western M&As (SNSF)

  • Prof. Dr. Anna Lupina-Wegener, HEIG-VD, HES-SO, Switzerland

11:05 a.m. – Q&A session

11:20 a.m. – Conclusions

  • Prof. Dr. Rolf van Dick, Goethe University Frankfurt, Germany



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About the “Intercultural Management” Group at HEIG-VD

As a multi-cultural and multi-disciplinary team, our aim is to enable managers, engineers and entrepreneurs to connect and collaborate across cultures to create social and economic value. Our area of expertise is intercultural management in the context of emerging markets and namely cross-border mergers and acquisitions, headquarters - subsidiary relationships, internationalization of SMEs and startups, and international entrepreneurship development.



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