Objectives The students: • understand how the emerging of a business champion may look like from a cultural and historical perspective. • understand how an SME with limited resources is realizing a USP and a market positioning. • identify the main challenges for international companies operating in Europe in respect to the social and economic requirements. • pre-assess intercultural differences of a European team-setting, respect and utilize these differences productively. • relate the success of an organization to its cultural background, the specific environment the organization is embedded to and to key success factors in today's globalized world. • use the right information sources and channels to collect, process and manage information in a multilingual environment. • cooperate in a multicultural (national and international) professional environment. • understand the current reality of the multilingual professional environment and how this affects the professional context.