Cross-Cultural Business Conference (CCBC) at the Steyr Campus of the University of Applied Sciences Upper Austria

Austria—particularly Upper Austria as the country’s leading export region—must respond comprehensively to global trends in order to sustain prosperity. The Global Sales and Marketing (GSM) degree program at the Steyr Faculty of the University of Applied Sciences Upper Austria trains the next generation of talent to help companies succeed in international markets. With the Cross-Cultural Business Conference, it once again provided a platform to explore ongoing shifts in global business. The takeaway: cultural and geopolitical factors, along with the rise of artificial intelligence (AI), are increasingly influencing one another.

In addition to program-related topics such as AI and data literacy, intercultural management, workforce mobility, and customer retention, two keynote speeches focused on the “big picture.”

Local energy supply as a key issue for industrial locations

Drawing on many years of experience as a trade delegate across several continents, Georg Weingartner shared insights with around 80 CCBC participants. Now Regional Director of the Austrian Federal Economic Chamber for the Balkans and Southeast Europe, he has firsthand knowledge of economic challenges in politically unstable regions:
“The availability of energy at production sites, the resilience of supply chains, and political stability are becoming decisive factors influencing business decisions.”
According to Weingartner, this is leading to a growing importance of sustainability and compliance issues.

UN aims to regain its role as a global stabilizer

Although the United Nations (UN) was designed as a global stabilizing force, it does not always meet this expectation. Ramu Damodaran, who built his career within the UN and currently works for the UN’s University for Peace (UPEACE), reminded participants of a key promise of the UN Charter:
“At a time of increasingly diverse multinational and global structures, we should revisit a central line from the Charter’s preamble—promoting ‘social progress and better standards of life in larger freedom.’”
A globally connected economy has the potential to provide positive momentum here.

Graduates connect (Upper) Austria’s economy with the world

“As a Global Sales and Marketing program, it is important for us to bring our international network to Steyr, exchange the latest academic and teaching insights, build bridges, and learn from one another,” says GSM Program Director Margarethe Überwimmer.
In export-oriented Upper Austria, the program supports young adults in their academic development and prepares them for international careers:
“We are successful when, as many of our graduates already do, they use their expertise to make a meaningful contribution to the economy and prosperity of (Upper) Austria.”

Global Sales and Marketing at the Steyr Campus

The Global Sales and Marketing (GSM) program is offered as an English-taught bachelor’s and master’s degree at the Steyr Campus of the University of Applied Sciences Upper Austria. Applied research is conducted in collaboration with companies within the “Global Business Management” research focus.

The Cross-Cultural Business Conference (CCBC) 2026, held under the theme “Bridging Intelligences: Culture, AI, and the Future of International Business,” marked the 15th edition of this format.

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