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
Inhaltsverzeichnis (Table of Contents)
- INTRODUCTION
- Problem Statement
- Purpose of Investigation
- Procedure of Investigation
- INTERNATIONAL MARKETING
- Definition of Terminology
- International Management
- On the nature of international management
- EPRG-Concept by Perlmutter
- Typologies by Bartlett/Ghoshal
- International Marketing
- On the Nature of international Marketing
- Intercultural Marketing
- Forms, Corporate Culture and Central inner Orientation in international Marketing
- The frame Conditions of international Marketing
- Economic Factors
- Political-Legal Factors
- Technological Factors
- Sociocultural Factors
- Globalization as a considerable Challenge to international Marketing
- On the Nature of Globalization
- The Global Marketing Hypothesis
- CULTURE AS A FRAME FACTOR OF INTERNATIONAL MARKETING
- Definition of “Culture”
- Aspects in Culture
- Elements of Culture
- Communicative Elements
- Verbal Communication
- Nonverbal Communication
- Standards, Conventions, Values
- Psycho-cultural Influences
- Colors, Signs and Symbols
- Esthetic Perception, Habits
- Culture and Nationality
- A Selective Presentation of Cultural Theories
- Selection of Cultural Theories
- Hofstede's Cultural Dimensions
- Cultural Dimensions according to Hall
- Cultural Dimensions according to Trompenaars and Kluckhohn/Strodtbeck
- Closing remarks regarding the cultural theories presented
- OBJECTIVES, METHODOLOGY AND METHODS
- Objectives
- Methodology
- Methods
- CULTURAL INFLUENCES ON INTERNATIONAL MARKETING
- Analyzing the Point of Departure
- Culture-free and culture-bound products
- Sector's Localization Need
- Intercultural Market Segmentation
- Hypothetical Zones of Cultural Affinity
- Country Clusters based on objective Criteria
- Country Clusters based on subjective Criteria
- Intercultural Market- and Consumer Research
- Anomalies in intercultural Market- and Consumer Research
- Country-of-origin Effect
- Buy-national Mentality
- Brand Myth of the Product
- Intercultural Marketing-Mix
- Intercultural Product Policy
- Intercultural Pricing Policy
- Intercultural Distribution Policy
- Intercultural Communication Policy
- FACTORS OF INTERCULTURAL LEARNING
- Situations of Cultural Overlap
- Culture Shock
- Intercultural Learning
- Intercultural Trainings
- Intercultural Competence
- GENERAL AND INTERCULTURAL COMMUNICATION
- The Purpose of Communication in general
- Levels of Communication
- Types of general Communication
- Successful general Communication
- The Purpose of intercultural Communication
- Features of intercultural Communication
- Sources of Error in intercultural Communication
- Successful intercultural Communication
- PRE-RESEARCH: INTERCULTURAL COMMUNICATION TRAINING
- The Goal of intercultural Communication Training
- The Trainer in intercultural Communication Training
- BEHAVIOR AND ATTITUDES
- Behavior
- Behavioral Development
- Attitude
- Change of Attitude
- Behavior and Attitude in Comparison
- DATA COLLECTION AND ANALYSIS
- Interviewing Employees from different Companies
- Purpose of Investigation
- Consideration and Formulation of Research Questions
- Frame Conditions for Interviewing
- Developing and Building the Questionnaire
- Critical Evaluation of the Questionnaire and Method
- Evaluation and Presentation of Results
- Socio-demographic Aspects of the Group
- Choice of Time and Reason for Participation in intercultural Communication Training
- The Need for intercultural Communication Training
- Structure of the intercultural Communication Trainings taken
- Probands' Self-Assessment regarding behavioral Development
- In-depth Interviews with Intercultural Trainers
- Purpose of Investigation
- Evaluation and Presentation of Results
- Partial Results
- Individual partial Results
- Summary of partial Results
- Evaluation and Suggestions for Implementation
- SUMMARY AND FUTURE PROSPECTS
- ITMC-Method
- ITMC Objectives
- The four phases of knowledge transfer
Zusammenfassung der Kapitel (Chapter Summaries)
This dissertation examines the role of culture and intercultural competence in international marketing. The author argues that global marketing strategies often overlook the importance of cultural differences, leading to potential misunderstandings and failures. The dissertation highlights the need for intercultural marketing, which involves adapting products, pricing, distribution, and communication to local cultural contexts. The author also explores the impact of intercultural communication training on employee behavior. The dissertation presents a four-phase model (ITMC) designed to enhance international marketing, human resource management, and organizational development by incorporating intercultural sensitivity.
Schlüsselwörter (Keywords)
The main keywords and focus topics of this dissertation include international marketing, intercultural marketing, cross-cultural communication, intercultural competence, globalization, cultural differences, behavioral training, and organizational development.
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This dissertation aims to demonstrate the importance of intercultural competence for achieving success in international marketing. It explores the limitations of global marketing strategies that ignore cultural nuances and emphasizes the need for local adaptation. The dissertation further investigates the effectiveness of intercultural communication training in developing employee behavior and improving their ability to navigate cross-cultural interactions. The study also highlights the need for a more holistic approach to international business development, incorporating cultural sensitivity into marketing, human resource management, and organizational development.
- The impact of culture and intercultural competence on international marketing success.
- The limitations of global marketing strategies that neglect cultural differences.
- The effectiveness of intercultural communication training in developing employee behavior.
- The importance of incorporating intercultural sensitivity into all aspects of international business, including marketing, human resource management, and organizational development.
- Citation du texte
- Monika V. Kronbügel (Auteur), 2015, Intercultural Competence - The Key to Successful International Marketing, Munich, GRIN Verlag, https://www.grin.com/document/305479
