Internationalising a national image - The case of Made in Germany in Western Australia

Diploma Thesis from the year 2002 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0 (A), Aachen University of Applied Sciences (FB Economics), language: English, abstract: This paper focuses on two main areas. Firstly, it analyses the impact of 'German identity' on doing business in Western Australia. The second major focus is the connection between business and culture, arguing that culture has a major impact on business and strategy. German culture, as perceived by both literature and managers in German companies in Australia, is highlighted throughout the paper. A questionnaire was compiled and sent to companies with a German identity in Australia. Respondents range from subsidiary companies of German parent corporations, strategic alliances or joint ventures with German participation or simply Australian-owned companies distributing German made or identity products. The research does not only consider German business presence in Western Australia, but also the German identity and its influence on Australian perceptions. [...]