Intercultural Competence The Key To Successful International Marketing

Author : Monika V. Kronbügel
Publisher : GRIN Verlag
Page : 224 pages
File Size : 48,9 Mb
Release : 2015-09-21
Category : Business & Economics
ISBN : 9783668051270

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Intercultural Competence - The Key to Successful International Marketing by Monika V. Kronbügel Pdf

Doctoral Thesis / Dissertation from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, Comenius University in Bratislava (Faculty of Management), language: English, abstract: In today’s globalized world, international marketing becomes more and more important for businesses aiming to be successful on a global level. As Monika V. Kronbügel shows in her up-to-date dissertation, attaining cross-cultural competence has therefore become a key factor in ascertaining business’s success. Cultural differences may lead to specific preferences and require an adaptation of the marketing strategy to secure a product’s profitability. Accordingly, already during the phase of product development, it is helpful to analyze the cultural and social context of certain customer groups. Especially in supersaturated markets with comparable company goods and services, economic success can depend on such comparatively slight product differentiation. However, the relevance of intercultural competence has often been overlooked. This dissertation introduces a 4-phase-model for intercultural training – the ITMC-Method. It is designed to support businesses in their intercultural development. The author investigates how far businesses already make use of their possibilities to meet the cross-cultural and developmental requirements. Monika V. Kronbügel is an expert on the subject of international marketing as well as on working with such a diversity approach. She has collected valuable experience in international business development for many years and is now managing her own internationally oriented company dealing with organizational & people development. Key words: marketing, culture, international marketing, intercultural marketing, cross-cultural, intercultural, management, global marketing, globalization, leadership, diversity, mentality, behavior, attitude, communication, training, learnings, ITMC

Author : Natalia Magiati
Publisher : GRIN Verlag
Page : 120 pages
File Size : 55,7 Mb
Release : 2006-01-19
Category : Business & Economics
ISBN : 9783638458306

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Intercultural Communication and International Marketing: Corporate Advertising on the Internet by Natalia Magiati Pdf

Diploma Thesis from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, University of Heidelberg, 106 entries in the bibliography, language: English, abstract: This research examines the relevance of intercultural communication for international marketing, focusing on corporate advertising via the Internet. The first chapter outlines the importance of cultural competence in the field of translation by analyzing the role of modern translators as language, culture and information mediators. Reference is also made to a relatively new field of translation, namely localization. Chapter 2 deals with different definitions and concepts of culture, and various approaches concerning which elements comprise it. Furthermore, it analyzes important culture-related terms also influencing intercultural communication, such as language, cultural differences, culture shock, ethnocentrism and stereotypes. The third chapter is devoted to communication, its components, forms and media. Chapter 4 illustrates the significance of intercultural communication by examining different intercultural aspects and concepts, and providing information on a definition and history of the term and on important intercultural communication theorists. Chapter 5 focuses on the phenomenon of globalization, both in cultural and economic terms. The next chapter refers to the significance of communication and culture skills for international managers and to key competences of international management that can be trained. Chapter 7 explores the broad field of marketing, emphasizing corporate identity and the elements comprising it, essential marketing strategies implemented by multinational companies and the international marketing principle “Think global, act local”, indicating how intercultural communication can determine the success of marketing activities. The last part of this chapter approaches the debate “standardization versus differentiation”. Chapter 8 is dedicated to advertising as a form of communication, common advertising strategies illustrated through concrete examples, cultural elements that advertisers should take into consideration and the two variants of international advertising campaigns: standardized versus culture-adapted advertising. The last chapter, after giving an insight into the history of the Internet and its multiple functions, explores its use as an instrument of international marketing communication and public relations, and as an advertising medium, focusing on corporate websites of multinational companies.

Author : Jean-Claude Usunier
Publisher : Philip Allan
Page : 516 pages
File Size : 46,5 Mb
Release : 1993
Category : Business & Economics
ISBN : IND:30000035554157

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International Marketing by Jean-Claude Usunier Pdf

This cultural approach to international marketing is aimed at students on undergraduate and postgraduate courses in business studies; MBA students studying an international marketing option; and management trainees and practising managers who wish to develop their intercultural skills. techniques in a global framework and offers guidelines for standardizing product and product policy - all within the framework of developing cultural awareness. Presented in four parts, the book discusses: the cultural dimensions of international marketing and defines the cultural variable to delineate the components of culture and to emphasize its dynamic nature; the globalization of markets and its general impact on international marketing strategies, with emphasis on issues relevant to product policies (brand names for international markets, adaption/standardization methods); marketing decisions such as pricing, distribution and communication; international marketing negotiation with discussion on the effects of bribing and business ethics in international marketing. The geographical focus of the book is Europe, but examples also relate to Japan, the US, Africa, Asia and Latin America.

Author : Susann Hajek
Publisher : GRIN Verlag
Page : 36 pages
File Size : 53,8 Mb
Release : 2021-01-05
Category : Language Arts & Disciplines
ISBN : 9783346323804

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Is Intercultural Communication Competence a Key for Successful Cross-cultural Business? by Susann Hajek Pdf

Seminar paper from the year 2011 in the subject Communications - Intercultural Communication, grade: 1,0, European University Viadrina Frankfurt (Oder), language: English, abstract: The closeness between different people has increased through globalization, thereby enabling further intercultural contact. Vast distances can be reached within a short period of time, and people living in faraway countries can become friends. Globalization also leads to an emphasis on cultural differences, so that one's own cultural traits stand in harsh contrast to foreign cultural qualities. Additionally, the clash of different cultures, prejudices, and misunderstandings can result in conflict. In order to avoid such problems, an understanding of cultures through intercultural competence is important; otherwise, rejection or failure may result from not understanding a foreign culture's behavior, or misinterpreting it as threatening. The increase in worldwide networking also forces companies into the international market, in order to remain on pace with their international competition. A crucial factor for the success of intercultural communication is cross-border cooperation. Cooperation with foreign cultures is part of the daily routine for many companies, yet their different ways of thinking and acting may clash rapidly. Even with the best of intentions, cross-border activities still sometimes fail - an indication that problems caused by cultural differences are not sufficiently considered, or that they are much bigger than it had been first thought by the companies. Additional qualifications for employees are a precondition for successful cross-border cooperation, enabling them to better understand the thinking and behavior of the other parties involved and meet the challenges arising in intercultural situations. Intercultural competence can be considered a key ingredient for success, and may reduce difficulties or misunderstandings that often have a decisive influence on profits and losses in intercultural business. Although intercultural knowledge is important for further concept development in intercultural management, there is no universal solution that can be applied in intercultural situations. Nevertheless, companies should continue to further the use and application of intercultural competence.

Author : Jean-Claude Usunier,Julie Anne Lee
Publisher : Pearson Higher Ed
Page : 497 pages
File Size : 43,7 Mb
Release : 2013-02-14
Category : Business & Economics
ISBN : 9780273757764

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Marketing Across Cultures by Jean-Claude Usunier,Julie Anne Lee Pdf

In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

Author : Olivier Samo
Publisher : GRIN Verlag
Page : 65 pages
File Size : 41,5 Mb
Release : 2015-10-07
Category : Business & Economics
ISBN : 9783668060906

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Intercultural Marketing. The Impact of Culture on the Marketing-Mix by Olivier Samo Pdf

Bachelor Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2.3, University of Applied Sciences Wiesbaden Rüsselsheim Geisenheim, language: English, abstract: The objective of this presented bachelor thesis is to demonstrate how culture affects international marketing activities, thus portray the marketing intercultural branch. In other words, the reader will gain an idea of the importance of culture in the strategic marketing planning. From a marketing point of view, it is recognizable that worldwide interdependence of economies has partly created homogeneity of business operations, but the world is still comprised of cultural differences and specificity and various consumer behaviors and needs. Bearing this fact in mind, enterprises integrate culture more and more into international marketing activities, especially when doing business in an environment full of cultural diversity. The question of a strategic choice is raised at this point. Active international corporations have to decide whether to standardize or to adapt to marketing-mix activities. This leads to the following questions: which factors determine businesses choice for a differentiated or a standardized strategy in marketing mix activities? To what extent can companies standardize goods and services? Is standardization relevant for all marketing mix activities and for all foreign target markets? Is it a necessary for the active international firm to adapt their activities to each national culture? How important is the impact of culture on marketing-mix? The presented paper will provide some preliminary answers to these questions with an emphasis on marketing-mix elements and will investigate whether and to what extent culture should be considered as a strategic key success factor.

Author : Anna Antczak,Barbara A. Sypniewska
Publisher : Springer
Page : 160 pages
File Size : 55,5 Mb
Release : 2017-07-07
Category : Business & Economics
ISBN : 9783319555775

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Cross-Cultural Personal Selling by Anna Antczak,Barbara A. Sypniewska Pdf

Providing in-depth analysis, this book enables readers to understand the theoretical aspects of personal selling and explores the difficulties of selling services which are sensitive to cultural, age and gender differences, and to customers originating from diverse cultural zones. Agents and personal sellers must be aware of these differences and be familiar with the expectations of customers. Cross-cultural Personal Selling provides extensive empirical research results with special emphasis on competences, skills and qualifications of personal sellers which are necessary for successful, effective and efficient promotion campaigns aimed at customers from different cultures. Academics of international marketing and promotion will find this study extremely useful, as well as practitioners looking to expand their knowledge on personal selling.

Author : Matthias Boeing
Publisher : Anchor Academic Publishing (aap_verlag)
Page : 78 pages
File Size : 54,8 Mb
Release : 2013-06-01
Category : Business & Economics
ISBN : 9783954895366

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Analysis of Cultural Differences and their Effects on Marketing Products in the United States of America and Germany: A Cultural Approach to Marketing using Edward T. Hall and Geert Hofstede by Matthias Boeing Pdf

“Companies that do not adapt to the new global realities will become victims of those that do.” In this quote Theodor Levitt, a former professor at the Harvard Business School, points out that companies all over the world need to deal with a process which has changed the way they carry on a business in many ways. The process, namely globalisation, takes advantages as well as disadvantages, not only for the business world but also for the individual. The importance to face globalisation has always been there but, it has increased with the evolving stages of globalisation. Ever since this process started, companies have tried to derive advantage from globalisation while at the same time they had to deal with the disadvantages. For marketers in particular, this process seems to offer a lot of potential for the exploration of new markets and customers. However, the questions determining the success or failure of a marketing campaign are more complex than in domestic marketing. Accordingly, the terms international and global marketing are strongly connected to globalisation, and have become a key factor for the success of companies. Corporations that want belong to these successful multi-national companies (MNC), or global players certainly have to deal with the different issues that come along with marketing products in other countries. These can have a significant impact on international operations but also on the overall performance of a company. Since a company’s approach to these issues determines the success or failure in marketing a product abroad, these situations have to be addressed at an early stage. Among others, cultural differences are one of the major obstacles that have to be considered in international marketing. Every culture has its own individual values, behaviours, ways of thinking, lifestyle and language which make it unique. Accordingly, companies have two different possibilities to deal with that process. At first, standardisation, an identical marketing plan is used across different cultures, and secondly, adaptation, appropriate adjustments are made to the special cultural environment of the target market. It is therefore important for a marketer to be aware of these differences, and to use the right tools to advertise products successfully in multiple, varied cultural environments. This study provides a comprehensive framework of cultural differences in the USA and Germany, and analyses how companies should conceive their [...]

Author : Helena Maria Lischka,Peter Kürble
Publisher : Kohlhammer Verlag
Page : 185 pages
File Size : 44,8 Mb
Release : 2017-10-04
Category : Business & Economics
ISBN : 9783170322363

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Intercultural Competencies in China by Helena Maria Lischka,Peter Kürble Pdf

This volume focuses on a market that is one of the world=s economically most important and at the same time one of the most difficult to understand culturally - at least from a Western point of view. China is the world=s second largest economy in terms of nominal GDP and the largest in terms of purchasing power parity. At the same time, China has one of the world=s oldest cultures and was the cradle for extremely influential philosophical approaches that even today continue to have a tremendous impact on every sphere of Chinese society. As a result, business in China is - directly or indirectly - influenced by a distinct Chinese pragmatism, personalized networking (guanxi), the concept of "saving face" and the idea of business as a battlefield. Familiarity with Chinese culture and negotiating practices is a key factor for promoting successful business transactions. In this book, the authors aim to close the gap between publications that are of purely academic interest, on the one hand, and general guidebooks on the other. Intercultural Competencies in China provides a comprehensive selection of topics that are crucial for understanding what lies behind cultural differences - making the book essential reading for business purposes and private contacts in China. Although the book is academically oriented, all of the essays are also accessible for the general reader.

Author : Sven Rosenhauer
Publisher : GRIN Verlag
Page : 190 pages
File Size : 51,6 Mb
Release : 2012-06-28
Category : Business & Economics
ISBN : 9783656997146

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Cross-Cultural Business Communication by Sven Rosenhauer Pdf

Diploma Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1, Berlin School of Economics, language: English, abstract: The purpose of the present thesis is to examine if and to which extent cultures converge in an international business environment and if intercultural competence has a bearing on it. Therefore, theoretical and practical insights in the subject of culture, its implicit and explicit differences, as well as its measurements will be provided. Due to the fact that communication - as a major cultural attribute - is the most obvious level on which cultural differences are recognized, insights in the topic of cross-cultural and intercultural communication will be given. A thorough discussion of the concept of culture and communication is beyond the scope of this paper, but in what follows, an adequate overview of recognized and well-known researchers? theories and findings will be provided. Besides giving theoretical background knowledge, it will be examined whether the internationally defined soft skills of intercultural competence can be seen as an approach towards a universal interculture, likewise a universal communication. The topic of the present thesis will be illustrated by a case study, as well as researched and evaluated by a field study conducted at one of the most culturally diverse organization - the United Nations. Findings should only expose tendencies to confirm or disprove previous research findings in the field of cross-cultural comparative research and intercultural communication. It is not intended to present new empirical findings.

Author : Maureen Guirdham
Publisher : Unknown
Page : 244 pages
File Size : 48,7 Mb
Release : 2004
Category : Electronic
ISBN : OCLC:1083194468

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Communicating Across Cultures by Maureen Guirdham Pdf

Author : Richter, Nicole F.,Strandskov, Jesper,Hauff, Sven,Taras, Vasyl
Publisher : Edward Elgar Publishing
Page : 347 pages
File Size : 49,8 Mb
Release : 2022-03-15
Category : Business & Economics
ISBN : 9781839108631

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International Business Strategy and Cross-Cultural Management by Richter, Nicole F.,Strandskov, Jesper,Hauff, Sven,Taras, Vasyl Pdf

This comprehensive yet accessible textbook provides readers with an advanced and applied approach to traditional international business that integrates key cross-cultural management topics. Its ten chapters give profound insights into analysing, selecting and entering international markets, strategic partnerships, strategic positioning, global value chains, organizational designs, intercultural interaction, leadership and motivation and international human resources management. For each of these topics, advanced and contemporary theoretical and analytical frameworks are discussed and translated into toolsets that will assist readers in solving practical challenges.

Author : Marieke de Mooij
Publisher : SAGE
Page : 603 pages
File Size : 52,9 Mb
Release : 2018-10-27
Category : Business & Economics
ISBN : 9781526453518

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Global Marketing and Advertising by Marieke de Mooij Pdf

Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. More examples from major regions and countries from around the world Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.

Author : Ivana Beveridge
Publisher : Routledge
Page : 230 pages
File Size : 49,6 Mb
Release : 2020-11-17
Category : Business & Economics
ISBN : 9781000218077

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Intercultural Marketing by Ivana Beveridge Pdf

With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from marketing practice. Built on a strong, cross-disciplinary theoretical foundation and extensive practice experience, this concisely written text is a practical guide to understanding the intricacies of cultural influence on consumption, and for the design and implementation of effective intercultural marketing strategies, focused on branding and promotion. The book uses representative, well-known corporate cases while also including dynamic examples from the sharing economy, blockchain, and emerging economy companies. Incorporating strategy, sociology, linguistics, cross-cultural communications, psychology, philosophy, religious studies, and economics, the book is particularly distinguished from the mainstream by introducing non-Western frameworks. Upper-level undergraduate and postgraduate students of marketing and international business will benefit from the book’s new concepts and novel methods, as well as clear objectives, examples, and discussion topics in each chapter. Instructors will appreciate the inclusion of a semester-long project for students, allowing them to wear the "practitioner’s hat" and including practice in a netnographic research method.

Author : Peter Buckley,Peter Enderwick,Hinrich Voss
Publisher : Oxford University Press
Page : 623 pages
File Size : 48,7 Mb
Release : 2022
Category : International trade
ISBN : 9780198861898

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International Business 2E P by Peter Buckley,Peter Enderwick,Hinrich Voss Pdf

Now in its second edition, and in collaboration with their contributing authors, world renowned academics Peter J. Buckley FBA OBE, Peter Enderwick, and Hinrich Voss draw on their wealth of experience and expertise to present a truly global text on international business.The Global Factory framework, developed by Peter J. Buckley, forms an overarching, coherent and accessible model for understanding how businesses operate globally. Synthesising perspectives from economics, social anthropology, political economy, and management, International Business also provides amultitude of examples, case studies and insights from across the globe that link theory to management practices - all to equip you for the challenges faced in the business world today. Engaging examples include internationally-recognised companies such as Nike, Ben and Jerry's, TikTok and Maersk, aswell as organizations from emerging markets such as Saudi Arabia, Brazil and Turkey.Opening cases discuss real challenges faced by international businesses, inviting you to discuss and devise your own solutions, while closing cases and 'IB Insights' offer opportunities to further reflect on international business practices at real, global companies.Stretch your critical thinking skills by engaging with the 'Topics for Debate', and build strong academic understanding by looking at the 'Research Insights', which introduce key scholarship and provide commentary on seminal international business research.This fully revised and more concise edition is your ideal guide to international business.An exciting development for this new edition, the enhanced e-book offers an even more flexible and seamless way to learn: www.oxfordtextbooks.co.uk/ebooksThis book is accompanied by the following online resources:For students:Links to seminal articles as highlighted in the Research Insights featureOnline activities to develop skills in research, data collection, and analysisWeb links to sources of data, each accompanied by critical commentaryMultiple-choice questions with instant feedbackIB decision-aids to explore real, decision-making tools used by managersFor lecturers:A case study bankAdditional shorter and longer case studies with exemplar answersLinks to video clips, accompanied by short paragraphs of critical commentaryComprehensive, customisable PowerPoint slidesTest bankTutorial activitiesSuggested assignment questionsInstructor's manual including a guide to teaching the Global Factory framework, and guidance from the authors on the case study questions, IB challenges, and Topics for Debate features