Intercultural Competence The Key to Successful International Marketing

This book PDF is perfect for those who love Business & Economics genre, written by Monika V. Kronbügel and published by GRIN Verlag which was released on 21 September 2015 with total hardcover pages 224. You could read this book directly on your devices with pdf, epub and kindle format, check detail and related Intercultural Competence The Key to Successful International Marketing books below.

Intercultural Competence The Key to Successful International Marketing
Intercultural Competence The Key to Successful International Marketing
Author : Monika V. Kronbügel
File Size : 48,7 Mb
Publisher : GRIN Verlag
Language : English
Release Date : 21 September 2015
ISBN : 9783668051270
Pages : 224 pages
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Intercultural Competence The Key to Successful International Marketing by Monika V. Kronbügel Book PDF Summary

Doctoral Thesis / Dissertation from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, 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

Intercultural Competence The Key to Successful International Marketing

Intercultural Competence The Key to Successful International Marketing by Monika V. Kronbügel

Doctoral Thesis / Dissertation from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, 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

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