Diversity of Cultures in Business Communication: HSE University — Nizhny Novgorod Holds Traditional Workshop on Intercultural Communication
The annual workshop " Intercultural Communication: Comparing Business Etiquettes and Behaviour e.g. between Switzerland & Russia & How to Manage Cultural Misunderstandings with Mini-Case-Study " took place at the HSE University campus in Nizhny Novgorod. As always, it was dedicated to practical aspects of cross-cultural management. The event traditionally brings together experts, businessmen, and students from the Master's program "Business Development". This year, students from the Master's program "Finance" also joined.
The main topic of discussion was managerial flexibility in the context of diverse cultural codes. As in previous years, the keynote speaker was the university's long-time partner, Daniel Rehmann, a business consultant from the Swiss tech park Mobahaus. This time, he presented an updated analysis of the evolution of business cultures in Russia and Switzerland, focusing on the transformation of communication models. "The topic of the Workshop this year about Intercultural Communication is very important in the present time. It’s a key competence in international business to understand other countries and their cultures nowadays. The international students were very engaged in presenting their solutions of the Mini-Case-Studies. I hope that in 2026 we may continue our co-operation with HSE Nizhny Novgorod!", remarked Daniel.
The workshop program was enhanced with new theoretical modules. Natalia Ursul, Associate Professor at the Department of Foreign Languages, HSE University — St. Petersburg, conducted an interactive session on diagnosing and overcoming hidden problems in intercultural communication and management in global business. A detailed account of the Nizhny Novgorod school of intercultural communication was presented by Associate Professor from the Department of Literature and Intercultural Communication Nelli Boryshneva and Senior Lecturer from the Department of Foreign Languages and Professional Communication Marianna Korenkova.
A feature of the 2025 workshop was the participation of business representatives from new regions to the event. Associate Professor from the Department of Marketing and Entrepreneurship Waqas Ahmed provided a detailed breakdown of errors and successful localization strategies in different countries where he has worked. Arkam Azhar, Head of the Customer Service Department at Tuktukrental.com, held an online discussion with students and shared experiences of cross-cultural communication in various business fields. Alexander Chigarev, Director of "Reper-NN" LLC, spoke about his working business cases, emphasizing that "cultural sensitivity" has become as critically important an asset as technological expertise.
The central part of the workshop, as always, was the practical case study work. Students, divided into teams, took on the roles of representatives of a Russian IT company's branches located in different countries around the world (China, Pakistan, Bangladesh, Ethiopia, Ghana, Nigeria, Colombia, Ecuador). The task was to develop a roadmap for cultural awareness, address problems of cultural misunderstanding, and analyze cultural differences between Russia and another country. Their solutions will help the company harmonize corporate culture and create a unified communication system in its respective branch.
Eniola Olashile Saliu, 1st-year student of the "Business Development" program
The workshop was very insightful for me. The dean's opening speech set a positive tone and helped me adjust my expectations, so I felt mentally prepared for the learning. The invited speakers prompted me to reflect on moments when my lack of preparedness for intercultural communication affected both my personal and professional relationships. Daniel Rehmann's presentation gave me a deeper understanding of Swiss culture, how it differs from Russian culture, and how managers react and behave in real life, which I believe is very important for my current work experience in Russia. I also realized how certain subtle cultural aspects can significantly influence organizational dynamics. Working on the mini-case study with my team helped me apply the theoretical knowledge and concepts gained. I was truly glad to receive and share my experience during the workshop and to be a participant in such an interesting international event.
This workshop confirmed the event's status as a key annual platform for developing competencies indispensable for a modern global manager. Students not only deepened their theoretical knowledge but also acquired a toolkit for solving real business challenges in a multicultural world.
