In times of globalization and digitalization, cross-cultural and economic topics are increasingly becoming the centre of attention in a variety of fields of business and research. Therefore, it is crucial for both researchers and practitioners to continuously enhance and share their knowledge of their particular research areas and to embrace intercultural and international aspects in their everyday working lives. The research group Global Business Management at the University of Applied Sciences Upper Austria, Campus Steyr performs research activities for the study programmes Global Sales and Marketing, addressing cross-cultural topics in an innovative global business setting. The 9th Cross-Cultural Business Conference 2020 serves as a platform for research and teaching co-operations in this specific field. Therefore, the CCBC 2020 is carried out to deal with intercultural or international perspectives in: - Session A: Global Business and Export Management - Session B: Marketing, Sales and Service Management - Session C: Higher Education Research, Teaching and Learning - Session D: Innovation and Entrepreneurship - Session E: Human Resource Managementweiterlesen