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 PDF Download
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Author: Matthias Boeing Publisher: Anchor Academic Publishing (aap_verlag) ISBN: 3954895366 Category : Business & Economics Languages : en Pages : 78
Book Description
“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: Matthias Boeing Publisher: Anchor Academic Publishing (aap_verlag) ISBN: 3954895366 Category : Business & Economics Languages : en Pages : 78
Book Description
“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: Matthias Boeing Publisher: Anchor Academic Publishing (aap_verlag) ISBN: 3954890364 Category : Business & Economics Languages : en Pages : 81
Book Description
"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
Author: Matthias Boeing Publisher: ISBN: 9783656284727 Category : Languages : en Pages : 84
Book Description
Bachelor Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1.7, University of Applied Sciences Essen, course: Analysis of Cultural Differences and their Effects on Marketing Products in the United States of America and Germany with a Focus on Cultural Theories of Hall and Hofstede, language: English, abstract: This thesis aims at analysing cultural differences and their effect on marketing products internationally. The United States of America and Germany are used to exemplify this issue. Today's science provides numerous approaches to making cultural differences visible and tangible. All of these solutions and dimensions give companies, and people in general, a guide to becoming aware of and understand differences and how to cope with them appropriately. Trompenaars, a famous consultant for intercultural communication, uses the allegory of a fish and its habitat, water, to explain the characteristics of culture: "A fish only discovers its need for water when it is no longer in it."2 Accordingly, culture can be seen as the substance that surrounds a human being and makes him unable to distinguish between different and normal. Therefore, this thesis uses the cultural theories of Edward T. Hall and Geert Hofstede, who both developed approaches to cultural differences by using either a four- or five-dimensions model. These cultural dimensions will be applied to the special circumstances and conditions which a marketer has to deal with in the United States and Germany and thus draws connections between those two different fields of science. As already mentioned in section 1.1, cultural differences play an important role in today's international marketing. It is therefore important to examine if and how cultural differences, according to Hall and Hofstede, affect parts of the marketing mix for companies selling products in the United States as well as in Germany. The following ques
Author: Erin Meyer Publisher: PublicAffairs ISBN: 1610392590 Category : Business & Economics Languages : en Pages : 289
Book Description
An international business expert helps you understand and navigate cultural differences in this insightful and practical guide, perfect for both your work and personal life. Americans precede anything negative with three nice comments; French, Dutch, Israelis, and Germans get straight to the point; Latin Americans and Asians are steeped in hierarchy; Scandinavians think the best boss is just one of the crowd. It's no surprise that when they try and talk to each other, chaos breaks out. In The Culture Map, INSEAD professor Erin Meyer is your guide through this subtle, sometimes treacherous terrain in which people from starkly different backgrounds are expected to work harmoniously together. She provides a field-tested model for decoding how cultural differences impact international business, and combines a smart analytical framework with practical, actionable advice.
Author: Erdogan Koc Publisher: Routledge ISBN: 1000172066 Category : Business & Economics Languages : en Pages : 351
Book Description
Cross-Cultural Aspects of Tourism and Hospitality is the first textbook to offer students, lecturers, researchers and practitioners a comprehensive guide to the influence of culture on service providers as well as on customers, affecting both the supply and the demand sides of the industry – organisational behaviour, and human resource management, and marketing and consumer behaviour. Given the need for delivering superior customer value, understanding different cultures from both demand and supply sides of tourism and hospitality and the impact of culture on these international industries is an essential part of all students’ and practitioners’ learning and development. This book takes a research-based approach critically reviewing seminal cultural theories and evaluating how these influence employee and customer behaviour in service encounters, marketing, and management processes and activities. Individual chapters cover a diverse range of cultural aspects including intercultural competence and intercultural sensitivity, uncertainty and risk avoidance, context in communication, power distance, indulgence and restraint, time orientation, gender, assertiveness, individualism and collectivism, performance orientation, and humane orientation. This book integrates international case studies throughout to show the application of theory, includes self-test questions, activities, further reading, and a set of PowerPoint slides to accompany each chapter. This will be essential reading for all students, lecturers, researchers and practitioners and future managers in the fields of Tourism and Hospitality.
Author: Gert Jan Hofstede Publisher: Nicholas Brealey ISBN: 0585485909 Category : Social Science Languages : en Pages : 217
Book Description
A masterpiece in intercultural training! Exploring Culture brings Geert Hofstede's five dimensions of national culture to life. Gert Jan Hofstede and his co-authors Paul Pedersen and Geert Hofstede introduce synthetic cultures, the ten "pure" cultural types derived from the extremes of the five dimensions. The result is a playful book of practice that is firmly rooted in theory. Part light, part serious, but always thought-provoking, this unique book approaches training through the three-part process of building awareness, knowledge, and skills. It leads the reader through the first two components with more than 75 activities, dialogues, stories, and incidents. The Synthetic Culture Laboratory and two full simulations fulfill the skill-building component. Exploring Culture is suitable for students, trainers, coaches and educators. It can be used for individual study or as a text, and it serves as an excellent partner to Geert Hofstede's popular Cultures and Organizations.
Author: Pervez N. Ghauri Publisher: Emerald Group Publishing ISBN: 9780080442938 Category : Business & Economics Languages : en Pages : 548
Book Description
Provides an understanding about the impact of culture and communication on international business negotiations. This work explores the problems faced by Western managers while doing business abroad and offers guidelines for international business negotiations. It also focuses on an important aspect of international business: negotiations.
Author: Darla K. Deardorff Publisher: SAGE ISBN: 1412960452 Category : Language Arts & Disciplines Languages : en Pages : 560
Book Description
Containing chapters by some of the world's leading experts and scholars on the subject, this book provides a broad context for intercultural competence. Including the latest research on intercultural models and theories, it presents guidance on assessing intercultural competence through the exploration of key assessment principles.
Author: Edward T. Hall Publisher: Nicholas Brealey ISBN: 9781877864070 Category : Business & Economics Languages : en Pages : 222
Book Description
Human resource management, at home and abroad, means assisting the corporation's most valuable asset-its people-to function effectively. Edward T. and Mildred Reed Hall contribute to this effort by explaining the cultural context in which corporations in Germany, France, and the United States operate and how this contributes to misunderstandings between business personnel from each country. Then they offer new insights and practical advice on how to manage day-to-day transactions in the international business arena. Understanding Cultural Differences echoes and elaborates on Edward T. Hall's classic studies in intercultural relations, The Silent Language and The Hidden Dimension. It is a valuable guide for business executives from the three countries and a model of cross-cultural analysis.
Author: Gary Ferraro Publisher: Routledge ISBN: 1317349032 Category : Social Science Languages : en Pages : 322
Book Description
This book demonstrates how the theories and insights of anthropology have positively influenced the conduct of global business and commerce, providing a foundation for understanding the impact of culture on global business, and global business on culture.
Author: Matthias Boeing
Author: Matthias Boeing
Author: Matthias Boeing
Author: Matthias Boeing
Author: Erin Meyer
Author: Erdogan Koc
Author: Gert Jan Hofstede
Author: Pervez N. Ghauri
Author: Darla K. Deardorff
Author: Edward T. Hall
Author: Gary Ferraro