#49 - From Europe to China: Lessons in Global Leadership with TIEMBA

In this episode, In The Know explores the journey of Frauke Steiner, Partner and Head of the German Business Network at EY USA. She shares what it takes to move from Europe to China and beyond, navigating cultural differences, leadership expectations, and evolving global markets. Discover how the Tsinghua–INSEAD Executive MBA shaped her approach to leading across borders and building meaningful business relationships.

Timestamps
0:00 - Setting the Scene: From Europe to China and Beyond
1:12 - Discovering Purpose in Auditing and Leadership
3:44 – Climbing the Ladder: Lessons from EY Germany
6:20 – Taking the Leap: Moving to Beijing
8:24 – Why China? Choosing Growth over Comfort
11:00 – First Impressions of China: Culture, Scale and Surprise
14:09 – Bridging Cultures: Leadership Lessons from East and West
19:39 – Rethinking China: Myths, Markets and Mindsets
25:09 – Inside China’s Work Ethic: Collaboration Without Pause
28:04 – A New Chapter: From Beijing to New York

Recommended Read & Frauke’s Picks

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Recommended Read: The Culture Map

Erin Meyer · PublicAffairs (2014)

Recommended Read

Why this book: A clear, practical framework for understanding and bridging cultural differences — ideal for leaders and teams collaborating across geographies and communication styles.

About the Book Country Mapping Tool Find on Amazon

Frauke’s Pick: Pivot Asia

Newsletter

Frauke’s Pick

pivotasia.beehiiv.com

Curated articles on China’s economy, policy and business signals with frequent book references.

Why read: Perspective from living in and outside China; thoughtful curation.

Open

Frauke’s Pick: Table.Media — China

Briefing

Frauke’s Pick

table.media/en/china

Professional briefings for experts: policy, industry, tech and geopolitics — concise and well-sourced.

Why read: Structured updates that help executives stay ahead without the noise.

Open

Frauke’s Pick: Joerg Wuttke

Expert Perspective

Frauke’s Pick

linkedin.com/in/joerg-wuttke-8a10ab8

Former BASF chief representative in China and ex-President of the EU Chamber of Commerce; 30 years on the ground.

Why read: Candid posts with sharp takes and insightful references to books and reports.

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