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论文作者:www.51lunwen.org论文属性:本科毕业论文 Thesis登出时间:2015-03-15编辑:Cinderella点击率:21761
论文字数:6880论文编号:org201503132219428341语种:英语 English地区:加拿大价格:免费论文
关键词:international marketbusiness跨国企业全球贸易Culture
摘要:本文认为,企业发展环境中的政治、宗教、经济等因素都是可见的,而文化因素却通常是隐藏式的,容易被管理者忽视。作者探讨了全球化进程下,文化对企业跨国发展的重要影响作用。
International business success requires not only comprehensive fact finding and preparation but also an ability to understand and fully appreciate the nuances of different cultural traits and patterns. Gaining this interpretative cultural knowledge requires ‘getting one's feet wet' over a sufficient length of time. Over the long run, culture can become a factor in the firm's overall success. (Czinkota et all 2009: 75)
Research has shown that the take-off point for new products (i.e., when initial sales turn into mass-market slaes) is six years, on average, in Europe. However, in northern Europe new products take off almost twice as fast as they do in southern Europe. (when will it fly? The Economist , 9 August 2003, 51) It is important to position the product as a continuous innovation that does not require radical changes in consumption pattern. (Steenkamp and Hofstede, 1999) Since the United States higly regards individualism, promotional appeals should be relevenat to individual empowerement. also messages should be informal and friendly. In opposite situations, marketing communications have to emphasize thet the new product is socially accepted. However, if the product is imported it can sometimes utilize global or foreign cultural positioning. For example in China, individualism is often used for imported products but almost never for domestic ones. (Czinkota et all 2009: 77)
Understanding the implications of the dimensions helps businesspeople prepare for international business encounter. For example, i本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。