Intercultural Competence - The Key to Successful International Marketing

Intercultural Behavioral Training as an Approach to Market Development

Business & Finance, Marketing & Sales
Cover of the book Intercultural Competence - The Key to Successful International Marketing by Monika V. Kronbügel, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Monika V. Kronbügel ISBN: 9783668051270
Publisher: GRIN Verlag Publication: September 21, 2015
Imprint: GRIN Verlag Language: English
Author: Monika V. Kronbügel
ISBN: 9783668051270
Publisher: GRIN Verlag
Publication: September 21, 2015
Imprint: GRIN Verlag
Language: English

Doctoral Thesis / Dissertation from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Doctoral Thesis / Dissertation from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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

More books from GRIN Verlag

Cover of the book Gesundheit und sozialer Status - Überlegungen zur projektbezogenen Nutzbarkeit der Erkenntnisse zum Kohärenzgefühl by Monika V. Kronbügel
Cover of the book Eine Zusammenfassung der Inhalte des Films 'Das Tagebuch der Anne Frank' by Monika V. Kronbügel
Cover of the book Mietvertragscontrolling in Shopping Centern by Monika V. Kronbügel
Cover of the book Reiche und arme Länder - Entwicklungspolitik im Kontext internationaler Gerechtigkeit by Monika V. Kronbügel
Cover of the book Scham, Schande, Ehre - Psychoanalytische und juristische Aspekte - Entwürdigung und 'totale Institution' by Monika V. Kronbügel
Cover of the book Moralisches Handeln by Monika V. Kronbügel
Cover of the book Dan Sperber - Rethinking Symbolism by Monika V. Kronbügel
Cover of the book Kompensatorische Erziehung zur Bekämpfung der Kinderarmut in den USA by Monika V. Kronbügel
Cover of the book Chomsky's Modularity Hypothesis - Is There an Innate Language Module? by Monika V. Kronbügel
Cover of the book Ubiquitous Computing by Monika V. Kronbügel
Cover of the book Unternehmensbewertung by Monika V. Kronbügel
Cover of the book Der Umgang mit Behinderten im Nationalsozialismus by Monika V. Kronbügel
Cover of the book 20 Minuten für gutes Hardwareverständnis bei Personal Computersystemen by Monika V. Kronbügel
Cover of the book A Review of the Rand Health Insurance Experiment. Statistics and Econometrics by Monika V. Kronbügel
Cover of the book Können allgemeine Dekrete und Gesetze des kanonischen Rechts gleichgesetzt werden? by Monika V. Kronbügel
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy