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Diploma Thesis from the year 2006 in the subject Business economics
- Trade and Distribution, grade: 1,3, Heilbronn University
(Wirtschaft), language: English, abstract: Inhaltsangabe: Abstract:
In these times of rapid increase of internet usage, the question
arises for multinational companies (MNCs) whether to standardise or
adapt their internet presence to different cultural groupings or
even subcultures. The overall target of this research is therefore
to assist MNCs by producing recommendations concerning the
promotion of products and services for a particular transnational
consumer group. Therefore, country-specific websites of companies
rooted in different cultural origins are selected for this
research, namely EgyptAir, Mercedes-Benz and SonyEricsson. This
analysis follows the inductive research approach embedding elements
of an ethnographic and exploratory research method. The main part
of the empirical study is conducted by means of an
online-behaviourist questionnaire following the quantitative
research approach and complementary a culture-related questionnaire
following the qualitative research approach. The sample size is
composed of Egyptian students from the Misr International
University in Cairo and German students from Heilbronn University
forming the selected samples. Even though Egypt is a developing
country and Germany an industrialised one, the samples are
comparable due to the similar social and educational backgrounds.
The research results are applied to the lifestyle typology
segmentation method, namely the Euro-Social-Styles of the GfK thus
creating a new model of six lifestyle typologies in which the two
samples are categorised. It is revealed by the main findings that
the respective companies deal despite the different nationalities
of the samples, with a transnational consumer group which is
characterised by a relative homogeneity. Nevertheless, not all
values and traits are similar within this consumer group and it
therefore requires a ce
In these times of rapid increase of internet usage, the question
arises for multinational companies (MNCs) whether to standardise or
adapt their internet presence to different cultural groupings or
even subcultures. The authors attempted to address this problem
with an approach relatively new up to now. Global players have
already realised their opportunities to add value to their company
by setting up a high quality internet performance and a properly
designed website. This raises the question whether these companies
could use their basic home country website for all cultures or if
any adaptation should be conducted. If so, it has to be determined
on the one hand to what degree an adaptation still aligns with the
corporate identity or on the other hand if the companies should
rather respect the culture of the respective market they are
operating in. The overall target of this research is therefore to
assist MNCs by producing recommendations concerning the promotion
of products and services for a particular transnational consumer
group. Therefore, country-specific websites of companies rooted in
different cultural origins are selected for this research, namely
EgyptAir, Mercedes-Benz and SonyEricsson. This publication targets
at companies seeking to develop a foreign market in particular the
Arab cultural area. Moreover, it is aimed to create an awareness
for differences in consumer behaviour and in the resulting
opportunities global companies are faced with.
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