NewsUniversity of Applied Sciences Upper Austria

Steyr Campus as an Intercultural and International Hub

Around 70 guests from China, Turkey, Ukraine, all European countries, the USA and Mexico took part in the conference.

Top-class experts from all over the world met in mid-May at the 12th Cross-Cultural Business Conference of the study degree network "Global Sales and Marketing" at the FH Upper Austria in Steyr to discuss current and future challenges and developments in the field of interculturality and international business. The event brought together international guests from over 20 nations. 

"The Cross-Cultural Business Conference, organised by our research focus team "Global Business Management", has developed into a network meeting of top researchers and practitioners with a focus on international business and intercultural management", emphasises Margarethe Überwimmer, host and head of the study degree program Global Sales and Marketing.

A special highlight was the presentation of the keynote speaker Ramu Damodaran, permanent observer of the intergovernmental University for Peace for the United Nations. In his lecture, Ramu Damodaran demonstrated the importance of research and higher education in the field of intercultural management and the importance of people and society to master the multiple challenges of companies in an internationally networked world when different values and value systems meet. 

The renowned researcher Ulrike Mayrhofer from the French University IAE in Nice, demonstrated her research results and her experiences in working with internationally active French companies. She showed how companies can achieve added value from a positive, interculturally open climate.

Other highlights included 18 scientific presentations and 4 workshops. The panel discussion with keynote speakers Ramu Damudaran, Ulrike Mayrhofer, Prof. Harald Hammer with more than 30 years of international C-Level experience and with Young Scientist Robert Albrightson from the USA showed research potential and solutions for international business regarding the multiple transformations impacting us: the global transformation, the green transformation and the digital / AI transformation.

Participants had the opportunity to learn from experts in the field and discover best practices for addressing cross-cultural and international challenges in their own business environment and new scientific issues.

- 70 international participants
- 2 keynote speakers
- 18 specialist lectures
- 4 workshops
- 1 panel discussion on "Multiple Transformations: Implications for International Business"

International Business Conference on the topic of cross-cultural or international perspectives in the sub-areas:
- Global Business and Export Management
- Marketing, sales and service management
- Research in academic education and teaching - resilience despite multiple transformations 
- Sustainable innovations and entrepreneurship thought globally
- Human resource management in a global and digitalised world

Enquiry contacts:
Margarethe Überwimmer, Head of Studies Global Sales and Marketing, FH Upper Austria, Steyr Campus, E-Mail: Tel: +43 664 80484 33612