Forum for Brand Management and Communication in International Markets, 19 March 2020, 11:00 – 17:00

Cultural competence for changing markets

How do internationally oriented companies need to act in order to respond to the challenges of the future appropriately? Which individual demands and needs – including those influenced by their customers’ culture – do their products and services have to meet and satisfy? And in a globally networked world that is nevertheless shaped by extreme cultural and regional diversity, which values do both design and brand communications need to convey?
Cross Culture is a series of events by the Design Center Baden-Württemberg that focuses on three critical success factors and points out efficient strategies and approaches for tackling these topical issues with the help of renowned experts. Under USABILITY, the forum covers the evaluation of current and future customers’ demands and needs and how they can be met with targeted solutions. VALUES frames the relevant cultural factors, while COLLABORATION discusses new forms of cooperation both within companies and in relation to their external performance. The event will also explore the overarching theme of cultural intelligence, because designers can only take responsibility and provide lasting orientation if they are aware of the political and socio-cultural background and contexts that apply in different markets.

A total of six workshops will be offered in connection with the three areas of focus. The Design Center Baden-Württemberg has been able to enlist a number of renowned experts to participate in the Cross Culture forum on 19 March 2020. Click here to find out more about the speakers and workshop hosts.

In view of today’s constantly changing markets and the accompanying socio-cultural, political and economic upheaval, the issues addressed by the CROSS CULTURE 2020 forum are extremely relevant – as are the current challenges arising from the imminence of BREXIT, increasing nationalism and protectionism, stagnating societies and, last but not least, the climate crisis and mass migration. The forum is aimed at internationally operating companies and professionals from marketing, sales, brand communications, design management, industrial design, communication design, CSR, development and product management.

The presentation will be held in German.


Design Center Baden-Württemberg
Regierungspräsidium Stuttgart
Haus der Wirtschaft
Willi-Bleicher-Strasse 19
70174 Stuttgart 

Date: Thursday, 19 March 2020, 11:00 - 17:00 

Attendance fee including materials and refreshments:
€90 / €40 for students 


Click here for the registration form.

The presentation will be held in German, except for Helena Sandman’s workshop which will be held in English.