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Intercultural communication in business ventures illustrated by two case studies


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  • Hinner, Michael B.
  • Rülke, Tessa
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    The information and communications revolution has hastened the process of globalization in today's world of business. Consequently, businesses, even small and mid-sized companies, are confronted with cultural diversity when these companies become internationally active. Yet only few businesses are well prepared for a culturally diverse global market. Indeed, many business ventures fail not for a want of superior products and/or services, but due to a lack of intercultural competence. Disregarding the cultural component in a business transaction can and will lead to mistakes due to cultural misunderstandings which are the result of miscommunication. Because not much intercultural research exists for German American business ventures, this paper focuses on two German corporations, Buderus and Bayer, who are actively engaged on the American market to determine how they are coping with the cultural differences and measures they have adopted to surmount the cultural gap. -- Die Informations- und Kommunikationsrevolution hat den Globalisierungsprozess in der heutigen Geschäftswelt beschleunigt. Folglich werden Unternehmen, sogar kleine und mittelständische Unternehmen, plötzlich mit einer größeren kulturellen Verschiedenheit beim Verkauf ihrer Produkte und Dienstleistungen im Ausland konfrontiert. Bislang sind nur wenige Unternehmen gut vorbereitet auf diesen kulturell vielfältigen globalen Markt. Viele Unternehmen schlagen nicht fehl, weil hervorragende Produkte und / oder Dienstleistungen gewünscht werden, sondern aufgrund eines Mangels an interkultureller Kompetenz. Ein Nichtbeachten der kulturellen Komponente in geschäftlichen Transaktionen kann und wird zu Fehlern führen, hervorgerufen durch Missverständnisse basierend auf einer ungenügenden Kommunikation. Weil es nicht viele Forschungsergebnisse auf dem Gebiet der interkulturellen Kommunikation für deutsch-amerikanische Unternehmungen gibt, konzentriert sich dieses Arbeitspapier auf zwei deutsche Unternehmen, Buderus und Bayer, welche auf dem amerikanischen Markt aktiv sind. Außerdem wird aufgezeigt, wie diese beiden Unternehmen kulturelle Unterschiede bewältigen.

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    Bibliographic Info

    Paper provided by TU Bergakademie Freiberg, Faculty of Economics and Business Administration in its series Freiberg Working Papers with number 2002,03.

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    Date of creation: 2002
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    Handle: RePEc:zbw:tufwps:200203

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    Keywords: Intercultural Communication; Globalization; Business Ventures; Interkulturelle Kommunikation; Globalisierung; Business Ventures;

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    Cited by:
    1. Rülke, Tessa, 2003. "Erfolg auf dem amerikanischen Markt," Freiberg Working Papers 2003,05, TU Bergakademie Freiberg, Faculty of Economics and Business Administration.


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