Towards a communicative strategy that guides Brainport companies to do business with China in a growing digital business context

Project Title: Towards a communicative strategy that guides Brainport companies to do business with
China in a growing digital business context
Business relations between Brainport organisations and their partners based in China have been
growing rapidly and also facing turbulent times. This postdoc project explores the Sino-Dutch
corporate communicative strategies in the intercultural and geo-political context. Adopting discourse
analysis and design-based research methods, the research aims to develop effective communication
strategies for organisations in Brainport.
Probing the geo-political, intercultural and digital challenges, the project provides a framework and
insights in terms of corporate communication in the intercultural settings. Based on the results, the
publications, the teaching activities, and the public talks, this research will generate future research
leads and more societal discussions on the interplay between intercultural and business
communicative strategies.
This research project investigates the intercultural challenges from both Chinese and Dutch business
perspectives. Thus, this project asks: Which (type of) companies in the Brainport region have
business relations with China and what are the challenges that these companies face in an
increasingly digitalised and geo-political society?
Furthermore, this research engages the teaching activities through lectures and workshops at Fontys
School of Business and Communication. Engaging the students in various learning activities, I
encourage the learning groups to participate and experiment in a hybrid learning environment at
Fontys. I lead a research skills course in International Communication Management program, and
encourage the learning group to participate and experiment in a hybrid learning environment at
Fontys. I also have led a research project in the graduation year from 2022 to 2023 on a topic of “An
Economic China in the News”.

Business relations between Brainport organisations and their partners based in China have been growing rapidly. This postdoc project explores the Sino-Dutch corporate communicative strategies in the intercultural and geo-political context. Adopting discourse analysis and design-based research methods, the research aims to develop effective communication strategies for organisations in Brainport.
Probing the geo-political, intercultural and digital challenges, the project provides a framework and insights in terms of corporate communication in the intercultural settings. Based on the results, the publications, the teaching activities, and the public talks, this research will generate future research leads and more societal discussions on the interplay between intercultural and business communicative strategies.
Furthermore, this research engages the teaching activities through lectures and workshops at Fontys School of Business and Communication. Engaging the students in various learning activities, I will encourage the learning groups to participate and experiment in a hybrid learning environment at Fontys. I will lead a research project team in our minor China and World Economy, and encourage the learning group to participate and experiment in a hybrid learning environment at Fontys.