Entering Emerging Markets – How to leverage the cultural synergies

6 Hours excluding breaks – 1 facilitator – 18 people Maximum

Get this course as an online live course

All Gugins course modules can be delivered as online live courses. Please get in touch to learn more

Who is this course module aimed at?

This course is intended for managers who have a new responsibility for developing the business into new emerging markets. You will learn how to assess cultural opportunities and challenges which are different from what you are used to.

It is a prerequisite for attending this course module that you have completed Introduction to Cultural Intelligence and Advanced Cultural Intelligence, as we use the learnings and methodologies from these courses

Bridge the cultures when entering Emerging Markets

In this course, you will learn which cultural and organisational factors to take into consideration when developing your business into one or more emerging markets. You have to lead, organise yourself and motivate your people in very different ways than you probably are used to. We don’t give you a panacea because it doesn’t exist, but we will give you the tools to analyse a situation and the new emerging market environment in a better way. When you have done that analysis you can adjust your leadership style, your recruitment process, your organisation, etc. to fit the new environment in the best possible way. This way you will have a much better chance of succeeding with your venture.

The workshop will be facilitated in such a way that the participants experiences will be blended with the academic content presented by the facilitator. There will also be individual reflection exercises when each participant is developing his or her action plan for change in order to become more cultural intelligent.

Which topics do we cover?

We will deal with the cultural aspects when you expand your business into new territories. We will not impose stereotypes about how a particular country is. Instead, we will deal with the areas you have to be aware of and how you can assess the differences. It can, for instance, be differences in preferred leadership style, different perceptions of status or different ways of motivating and rewarding your employees. 

As national cultural stereotypes don’t exist you will instead learn how to discover the differences and develop an approach to how to bridge the gaps in an intelligent way

What to do next?

After having completed the “ Entering Emerging Markets ” course it is time to practice. Practice what you have learned so that you get the concepts and tools under your skin. After a while, you can have a look at some of our other, more specialised cross-cultural course modules. We can also offer you just-in-time online coaching so that you can get the help right when you need it. Learn more about the online cross-cultural consulting here

Why should you choose intercultural training from Gugin?

From we started the company in 2001 we knew we would need an engine that could keep us ahead of the competition and constantly deliver world-class consultancy and training. The world is constantly changing and we need to change with it and ideally develop services that address the agenda of tomorrow. Gugin stands on 3 pillars: Consulting, Training and Research. They fuel each other with great ideas for innovation and service development. When, for instance, we are helping a company with corporate cultural change we might discover cross-cultural issues, we haven’t seen before. We then research it further and find a great solution to the client and we can upgrade our training portfolio.

So you will NEVER experience us using 50 years old research, like Hofstede’s cultural dimensions that promote cultural stereotypes based on nationalities. In fact, our research has shown that these stereotypes don’t exist and that if you are promoting stereotypes like “the french are like… and the Canadians are like…” you will just create more conflicts.

In everything we do, we focus on how you can synergies from the cultural diversity and our approach is generic. Bringing different nationalities together is no different from bringing different companies, different professions, different age-groups or different sub-cultures inside a company together. All our training gives you a generic tool for leveraging cultural diversity, no matter where it exists.

We develop generic cultural intelligence you can use every where

About Gugin Training Modules

All our corporate training modules are designed as intensive, interactive learning modules. You can combine the training modules almost as you like. They can also fit into your existing training programs or corporate university curriculum. We also have longer, more in-depth courses. Please see the complete list of standard courses we offer. We also design a lot of specialised training and coaching programs together with our clients if the existing courses don't meet the needs.

Prerequisites for attending

The attendees are expected to have personal cross-cultural experiences that include having been in situations where they were uncertain about what to do because they were outside their cultural comfort zone.


You will organise the venue - everything included - and manage the participants. Gugin will provide instructor and course material. Gugin can also be a full-service course organiser, but usually, our clients want to organise the practicalities themselves. You can invite 12 people to each course module.

error: Content is protected from theft