This paper focuses on two main areas. Firstly, it analyses the impact of ′German identity′ on doing business in Western Australia. The second major focus is the connection between business and culture, arguing that culture has a major impact on business and strategy. German culture, as perceived by both literature and managers in German companies in Australia, is highlighted throughout the paper.
A questionnaire was compiled and sent to companies with a German identity in Australia. Respondents range from subsidiary companies of German parent corporations, strategic alliances or joint ventures with German participation or simply Australian-owned companies distributing German made or identity products. The research does not only consider German business presence in Western Australia, but also the German identity and its influence on Australian perceptions.
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Table of Contents
1. Introduction
1.1 Statement of the problem
1.2 Relevancy
1.3 Method of research
1.4 Demarcation of the study field
1.5 Composition of the thesis
2. Globalisation and internationalisation strategies
2.1 Globalisation
2.1.1 The international business environment
2.1.2 Defining globalisation
2.1.3 Driving forces of globalisation
2.1.4 Consequences of globalisation
2.2 Globalisation and the business environment
2.2.1 Implications of globalisation for companies
2.2.2 Motivations for companies to globalise
2.2.3 Multinational versus global competition
2.3 Internationalisation/globalisation strategies – planning and implementation
2.3.1 The strategic planning process
2.3.2 The implementation process
2.4 Culture and its impact on strategy
3. German context
3.1 German national identity
3.2 German culture
3.3 German management systems and principles
3.4 The role of country-of-origin
3.4.1 ‘Made in Germany’ as a cue
3.5 German companies in the international arena
4. Germany and Western Australia
4.1 Western Australia as a market
4.2 The link between Germany and Australia
4.3 German business presence in Australia
5. Empirical analysis
5.1 Composition of the questionnaire and research method
5.1.1 Content and motivation
5.1.2 Layout and responses
5.2 Demographic data
5.3 Involvement of German companies in Western Australia
5.4 German identity
5.4.1 German character traits
5.4.2 German products
5.4.3 German image and business culture
6. Summary and conclusion
Research Objectives and Themes
This thesis examines the internationalization process of the national image 'Made in Germany' with a specific focus on its impact in Western Australia. The research addresses how German identity influences business operations and explores the relationship between culture and management strategy for companies operating abroad.
- Impact of 'German identity' on business in Western Australia
- Analysis of internationalization strategies and cultural influences
- Assessment of Western Australia as a market for German companies
- Evaluation of 'Made in Germany' as a competitive advantage
- Empirical investigation of German business presence in Australia
Excerpt from the Book
2.1.1 The international business environment
As mentioned in the introduction to this Chapter, the international business environment has altered in recent decades and the way to conduct business today is different to methods used by companies some years ago. In his article dated 1998, Dunning points out three features that have particularly changed the world economy:
The first is the emergence of intellectual capital as the key wealth creating asset in most industrial economies. This is indicated by annual capital expenditure on information technology in most developed economies exceeding expenditure on product technology. Another indicator of the rising significance of non-material assets as creators or facilitators of wealth is the growth of services, and particularly those which are knowledge or information intensive. According to World Bank figures of 1997, services accounted for 63 percent of the world's gross national product in 1996, compared to 53 percent in 1980 and 45 percent in 1965 (Dunning 1998).
The second feature of the contemporary global economy is the emergence of what may be termed "alliance" capitalism. The distinctive feature of alliance capitalism is the growing extent to which, in order to achieve their respective objectives, the main stakeholders in the value-creating process are forced to collaborate more actively and purposefully with each other (Kang & Sakai 2000). Such collaboration includes the conclusion of close and continuing intrafirm relationships between suppliers and customers and among competitors. The theory of a growing importance of alliances is underscored by Thomas, Pollock & Gorman (1999), who suggest that it is unlikely that a single firm will possess all the resources to compete for the future and argue that coalitions and alliances with other organisations will become an increasingly important component of effective competition.
Chapter Summaries
1. Introduction: Outlines the problem statement, relevance of the study, and the research methodology, focusing on German business presence in Western Australia.
2. Globalisation and internationalisation strategies: Examines theoretical foundations of globalisation, strategic planning processes, and the significant impact of culture on business operations.
3. German context: Explores German national identity, cultural traits, management systems, and the role of 'Made in Germany' as a branding cue in international markets.
4. Germany and Western Australia: Analyzes the attractiveness of the Western Australian market and discusses the existing link and business presence between Germany and Australia.
5. Empirical analysis: Details the primary research conducted via questionnaire, classifying respondent companies and interpreting data on German identity, culture, and market performance.
6. Summary and conclusion: Synthesizes the main findings from both theoretical and empirical sections, confirming the 'Be Global, Act Local' approach adopted by German companies in Western Australia.
Keywords
Globalisation, Internationalisation, Made in Germany, Western Australia, German Identity, Cross-cultural Management, Strategic Planning, Country-of-origin, Business Environment, Market Entry, German Management, Empirical Analysis
Frequently Asked Questions
What is the primary focus of this thesis?
The thesis analyzes the internationalization of the 'Made in Germany' national image, specifically focusing on its impact and reception in Western Australia.
What are the central thematic areas?
The work covers globalization phenomena, internationalization strategies, the influence of national culture on business, and the specific business relationship between Germany and Western Australia.
What is the core research question?
The research explores how 'German identity' impacts business operations in Western Australia and how German companies navigate the balance between global standards and local cultural requirements.
Which methodology is applied?
The research uses a two-part methodology: a theoretical framework based on comprehensive literature review and an empirical analysis involving primary data collection via a questionnaire sent to German-identified companies in Australia.
What does the main section cover?
The main body integrates theoretical perspectives on global strategy and culture with empirical findings regarding the demographic characteristics, market performance, and management practices of German companies operating in Australia.
Which keywords characterize this work?
Key terms include Globalisation, Internationalisation, Made in Germany, Western Australia, German Identity, and Cross-cultural Management.
How is the Western Australian market perceived by German firms?
The empirical analysis suggests that German firms value the region's stable political and economic environment and see strong market growth potential, despite the competitive challenges.
Do German companies in Australia maintain a purely 'German' management style?
The research indicates a tendency toward 'acting local'; while many companies maintain German ownership, they often adapt their management culture and workforce composition to align with Australian standards.
- Quote paper
- Peter Schulz (Author), 2002, Internationalising a national image - The case of Made in Germany in Western Australia, Munich, GRIN Verlag, https://www.grin.com/document/5833
