Federico Castillo Martinez over de cultuurverschillen tussen Nederland en Mexico

Op woensdagochtend 19 februari vond in het hoofdkantoor van de Rabobank de Mexico Business Update plaats. Dit evenement werd georganiseerd om Nederlandse bedrijven in de tuinbouw en maritiem/energie sector een update te geven over de laatste ontwikkelingen in de Mexicaanse markt. De aanleiding van dit evenement was de handelsmissie naar Mexico, die de RVO van 21 tot en met 24 april 2020 organiseert. Hierbij wordt o.a. een bezoek gebracht aan Mexico-Stad, één van de Cities of Opportunity van NLinBusiness. 

Tijdens dit evenement werd Federico Castillo Martinez, Investor Relations Director bij Heineken, geïnterviewd over de cultuurverschillen tussen Nederland en Mexico. Het interview vind je hieronder. 

Het interview is in het Engels.  

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Heineken takes sustainability very seriously. The company recently opened its biggest greenfield brewery in Mexico, which is entirely circular. The company is aiming to invest in local sourcing and to reduce environmental issues, which form a significant threat to companies. We talked to Federico Castillo Martinez, Director of Investor Relations at Heineken Mexico about Heineken, investing in Mexico, and the differences between the Dutch and Mexican culture.  

What do you think are the most frequent mistakes foreign companies make when investing in Mexico? 

“There are no mistakes that stand out,” says Federico. From personal experience, he recalls differences in communication. When the Mexican beer company he was working for was acquired by Heineken, he worked with four Dutchmen who led the integration process of 23,000 employees. “What was fascinating about working with the Dutch were their values. The Dutch tend to treat everyone equally, which is ingrained in how they see society. They are very straightforward compared with Mexicans. Mexican culture is hierarchical and indirect. People don't call a spade a spade. But we really appreciate the straightforwardness of the Dutch.” 

“The Dutch can be straightforward in their culture, but they’re good at managing. Calling a spade a spade; - the people here love it. It is refreshing and welcoming.” 

Recently, the Netherlands rebranded itself: whereas before our country positioned itself as Holland, from now on it will be the Netherlands. This new branding emphasises the innovative character of the Netherlands and its solutions to global challenges. When it comes to the Netherlands, how do Mexican professionals perceive our country? How do they distinguish it from Belgium, Germany or the Scandinavian countries? 

“Mexicans admire how orderly and disciplined people are in Northern Europe. Their culture is on a completely different dimension compared with the Mexican culture. When Mexicans think about the Netherlands, they think about the Dutch entrepreneurial spirit and their commercial angle. This is different from Belgium, Germany or the Scandinavian countries. Mexicans have a strong perception that the Dutch have created fantastic successful businesses like Shell, Unilever, and Philips. People relate to these businesses and think “Wow, all these companies are from the Netherlands”. 

Federico also points out that the Dutch are very well known for exporting flowers and agricultural products. “It is fascinating that such a small country should be a world leader in this!” 

Any final advice for entrepreneurs? 

As in many other countries, it’s difficult to enter the market when the competition is fierce. However, if you make a proper economic analysis of the competitive environment you are entering, you have a better chance of succeeding.  

Mexico Business Update 

Ben je niet bij de Mexico Business Update geweest, maar wil je wel weten hoe de ochtend verder verliep? Lees dan de Mexico Business Update: een recap. 

Ook ondernemen in Mexico?  

Wil je meer weten over ondernemen in Mexico? bij NLinBusiness staan wij altijd voor je klaar. Op de stedenpagina van Mexico vind je evenementen, interviews, tips maar ook marktrapporten die jou verder kunnen helpen in jouw ondernemersreis. Niet gevonden wat je zocht? Neem contact op met ons via het contactformulier.