The thesis examines the product communication in consideration of different cultural circumstances and the development of cultural adaption. First, it outlines the general problem, which international and global action organizations have by facing foreign cultures. The problems guide inevitable to the relevance for economy and the mentioned organizations. Due to the work with and for human beings, also limitations are topic.
The study also examines the product communication, as part of the marketing mix and under reflection of the pressure triangle. Then, the focus will be set on the cultures, as well as the specific markets in India and China.
The thesis illustrates the intercultural product communication based on the observations of the companies Sony, Microsoft, Samsung and Apple. Their products PS4, Xbox One, Galaxy S6 Edge+ and IPhone 6S Plus, will be referred to each core strategy and the cultural characteristics in China respectively India.
Once one has been to the USA, Italy, Germany, other foreign countries or even China or India, one travels with subconscious stereotypes and prejudices. In consequence of educational background, advertisement, friends and other influences cultural imaginations originate without doing it willful. Now to fit the real cultural requirements one has to study the culture in detail.
Table of Contents
1. Introduction
1.1. Problem Discussion
1.2. Practical Relevance
1.3. Limitation of Research
2. Product Communication
2.1. As Part of the Marketing Mix
2.2. Pressure Triangle – Effectivity, Innovation, Costs
3. Influences of cultural differences on product communication
3.1. General difficulties global acting companies have to face
3.2. China
3.2.1. Culture
3.2.2. Market, Competitors, Demand
3.3. India
3.3.1. Culture
3.3.2. Market, Competitors, Demand
4. Case Example of Intercultural Product Communication
4.1. Sony
4.1.1. Core Strategy
4.1.2. Implementation on PlayStation 4
4.1.3. Cultural Characteristics of Product Communication on Chinese Market
4.2. Microsoft
4.2.1. Core Strategy
4.2.2. Implementation on Xbox One
4.2.3. Cultural Characteristics of Product Communication on Chinese Market
4.3. Samsung
4.3.1. Core Strategy
4.3.2. Implementation on Galaxy S6 Edge+
4.3.3. Cultural Characteristics of Product Communication on Indian Market
4.4. Apple
4.4.1. Core Strategy
4.4.2. Implementation on iPhone 6S Plus
4.4.3. Cultural Characteristics of Product Communication on Indian Market
4.5. Comparison of Facts and Figures
5. Results – Critical Discussion – Recommendation
6. Conclusion and Outlook
Objectives and Topics
This thesis examines the role of product communication within the context of global marketing, specifically addressing how international companies adapt their strategies to satisfy cultural requirements in China and India. The primary research question centers on whether global core strategies for consumer electronic products can be successfully transferred or if they require significant cultural adaptation to be effective.
- Analysis of product communication and the "pressure triangle" of innovation, costs, and effectivity.
- Examination of cultural dimensions (Hofstede, Trompenaars) in China and India.
- Case studies on major tech companies: Sony, Microsoft, Samsung, and Apple.
- Evaluation of market entry challenges, including governmental censorship and diverse consumer behaviors.
- Strategic recommendations for future intercultural marketing communication.
Excerpt from the book
4.1.1. Core Strategy
Sony incarnates the mission of a company to raise and satisfy the customer’s curiosity. With passion for technology, design, contents and services compared with the pursuit for innovations. A company’s core strategy can often be linked to its core competency. The original core competency of Sony is to miniaturize its products, that is the technical knowledge. As it is visible through radios, transistors, camcorders, portable game consoles and the Walkman (White, 2004, pp. 683-684).
Sony, under Morita, was far ahead of its time by going for ‘glocalization’ in the early sixties. This means there have been subsidiaries all over the globe, but the managers have been locally sensitive according the specific needs and characteristics of their own markets (Nathan, 2001, p. 289). This makes Sony as much insiders as local companies and still able to enjoy the benefits of global scale operations. The result is a multinational company (MNC) or a multi-domestic company (MDC). This a specific form of globalization by focusing on foreign characteristics and not using one strategy for the whole world.
Summary of Chapters
1. Introduction: Outlines the research scope regarding the difficulties global organizations face when navigating foreign cultural landscapes and market expectations.
2. Product Communication: Defines the role of product communication within the marketing mix and introduces the pressure triangle of effectivity, innovation, and costs.
3. Influences of cultural differences on product communication: Analyzes the cultural dimensions and market characteristics of China and India in comparison to Western standards.
4. Case Example of Intercultural Product Communication: Conducts a detailed evaluation of core strategies and cultural adaptation for Sony, Microsoft, Samsung, and Apple in the chosen markets.
5. Results – Critical Discussion – Recommendation: Synthesizes observations and provides a critical evaluation of how well global strategies align with local market realities.
6. Conclusion and Outlook: Summarizes key findings and reflects on future trends in digital, consumer-driven product communication.
Keywords
Product Communication, Intercultural Marketing, Consumer Electronics, Market Adaptation, Global Strategy, Sony, Microsoft, Samsung, Apple, China, India, Consumer Behavior, Marketing Mix, Cultural Dimensions, Digital Communication.
Frequently Asked Questions
What is the core focus of this thesis?
The work focuses on how international companies communicate their consumer electronic products across different cultures, specifically investigating the balance between standardized global strategies and the need for local cultural adaptation in China and India.
What are the central themes discussed in the paper?
The main themes include core corporate strategies, the impact of cultural dimensions on consumer preferences, market-specific hurdles like censorship and economic factors, and the effectiveness of current advertising methods.
What is the primary goal of the research?
The primary goal is to evaluate if large tech companies successfully translate their global core strategies to the specific cultural and market conditions of China and India, and to determine where and how these efforts fall short.
Which scientific methods are applied in the study?
The study employs a comparative case study approach, utilizing cultural models like those from Hofstede and Trompenaars, alongside secondary research and current market data to analyze product communication strategies.
What does the main part of the work cover?
The main part provides in-depth case studies of Sony, Microsoft, Samsung, and Apple, examining their historical development, core business philosophies, and their specific market presence (PS4, Xbox One, Galaxy S6 Edge+, iPhone 6S Plus) in Asia.
What are the key terms that characterize this work?
Key terms include Intercultural Product Communication, Glocalization, Market Segmentation, Core Competency, and Cultural Adaptation.
How do governmental regulations in China impact these companies?
The research highlights that governmental censorship, such as the temporary ban on gaming consoles, significantly disrupted market entry and forced companies to adopt restricted or modified portfolios.
How do Indian consumer preferences differ from Western markets?
Indian consumers are found to be less brand-loyal and more focused on price-performance ratios, necessitating a shift from emotional brand-building toward fact-based communication.
- Quote paper
- Patrizio Basso (Author), 2016, Intercultural Product Communication. An Assessment of Consumer Electronic Products in India and China, Munich, GRIN Verlag, https://www.grin.com/document/380879
