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Cultural training yields global benefits for packaging machinery manufacturer

Bosch Packaging Technology associates describe benefits of training and working in different global environments.

Bosch intercultural
Bosch intercultural

The need for global business communications has never been greater, particularly in the healthcare industries where life-critical biologics, pharmaceuticals, medical devices, and combination products often need to be manufactured, packaged, and shipped across multiple locations throughout the world.

Thanks to various electronic technologies, we can communicate with business partners around the world virtually instantaneously. That’s critical throughout the supply chain, but how do we begin to gain a deeper understanding of different cultural needs?

Processing and packaging equipment supplier Bosch Packaging Technology is addressing that very issue. With 4 700 associates in more than 15 countries, Martin Sternberg, head of Human Resources at Bosch Packaging Technology, says, “To ensure an efficient collaboration, intercultural competence is of great importance to everyone. This is about more than just different languages and time zones. Cultural differences also create chances and challenges in daily cooperation.” To meet those challenges, the company offers employees the opportunity to gather knowledge and insight into foreign cultures.

At last June’s Achema 2012 event in Frankfurt, Germany, Friedbert Klefenz, president of Bosch Packaging Technology, addressed the importance of a global presence during a press conference where he said, “We can clearly benefit from the rapid development of emerging economies. But this will only succeed on a long-term basis if we are still there for our customers with support, maintenance, and service, after the machines are sold. In other words, we have to do everything we can to ensure our machines contribute to the success of our customers.

“Our presence builds the entire network of our global resources and expertise. This includes cross-cultural know-how. We primarily work with local employees and learn from them as much as they learn from us. We have turned this valuable experience into a principle. New trainees with bachelor's or master's degrees have at least one assignment outside of [our locations in] Europe. This is our way of raising awareness and understanding for other cultures and markets.”

Klefenz told Healthcare Packaging in a follow-up interview that the company’s financial commitment in this principle provides a return on investment in many ways. “Our employees need to understand cultural differences and how they fit into our company’s philosophy. We have more than 30 global sites developing and producing machinery. This training is unique and provides us with a big competitive difference.”

Personal perspectives

Sharing their cross-cultural experiences were Tanja Riegel, regional sales manager at Bosch Packaging Technology in North America, and Thomas Mauritzen, business development manager, Bosch Packaging Technology in North America.

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