INTERVIEW Rubén Camba, one of the senior managers responsible for integration in the planet’s top emerging region, explains how cultural differenc-es approached with humility can become good business. This happens when a company’s underlying values are in harmony with those of the country it’s making a bid to break into. In Southeast Asia, respect for others is a deeply rooted principle. ACCIONA expresses it naturally, says Camba, through its partners and customers, to the extent that sometimes the company isn’t even consciously aware of it and is only reminded when its partners pay it recognition. In addition to complex engineer-ing, the countries of this region appreciate the added value of history. ACCIONA’s almost one century of experience opens that door. The result is an entry that’s gradual but in no way slow, judging by all that the com-pany has achieved in its less than seven years in the ASEAN region.