Universiteit Leiden

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Joke Bruynzeel: culture reaches the heart

When doing business in foreign countries, you will encounter different languages and cultures. How does knowledge of cultural differences help you when you're trying to start a business or close a deal in another country?

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At the age of 44, Joke Bruynzeel decided to follow her passion and sign up for a bachelor in Chinastudies. After her studies, she started Chinpro, a company that consults multinationals, government organisations and expats on business relations with China. 

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