Episode #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.

“ I am very proud of our strong partnership with Tsinghua SEM. Together, we have built a truly global programme that not only prepares executives to lead across borders but also fosters a deep understanding of business in both the East and the West. ” – Professor Francisco Veloso, Dean of INSEAD

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