The thesis examines the product communication in consideration of different cultural circumstances and the development of cultural adaption. First, it outlines the general problem, which international and global action organizations have by facing foreign cultures. The problems guide inevitable to the relevance for economy and the mentioned organizations. Due to the work with and for human beings, also limitations are topic.
The study also examines the product communication, as part of the marketing mix and under reflection of the pressure triangle. Then, the focus will be set on the cultures, as well as the specific markets in India and China.
The thesis illustrates the intercultural product communication based on the observations of the companies Sony, Microsoft, Samsung and Apple. Their products PS4, Xbox One, Galaxy S6 Edge+ and IPhone 6S Plus, will be referred to each core strategy and the cultural characteristics in China respectively India.
Once one has been to the USA, Italy, Germany, other foreign countries or even China or India, one travels with subconscious stereotypes and prejudices. In consequence of educational background, advertisement, friends and other influences cultural imaginations originate without doing it willful. Now to fit the real cultural requirements one has to study the culture in detail.
Index of Contents
List of Abbreviations
List of Figures
1. Introduction
1.1. Problem Discussion
1.2. Practical Relevance
1.3. Limitation of Research
2. Product Communication
2.1. As Part of the Marketing Mix
2.2. Pressure Triangle – Effectivity, Innovation, Costs
3. Influences of cultural differences on product communication
3.1. General difficulties global acting companies have to face
3.2. China
3.2.1. Culture
3.2.2. Market, Competitors, Demand
3.3. India
3.3.1. Culture
3.3.2. Market, Competitors, Demand
4. Case Example of Intercultural Product Communication
4.1. Sony
4.1.1. Core Strategy
4.1.2. Implementation on PlayStation 4
4.1.3. Cultural Characteristics of Product Communication on Chinese Market
4.2. Microsoft
4.2.1. Core Strategy
4.2.2. Implementation on Xbox One
4.2.3. Cultural Characteristics of Product Communication on Chinese Market
4.3. Samsung
4.3.1. Core Strategy
4.3.2. Implementation on Galaxy S6 Edge+
4.3.3. Cultural Characteristics of Product Communication on Indian Market
4.4. Apple
4.4.1. Core Strategy
4.4.2. Implementation on iPhone 6S Plus
4.4.3. Cultural Characteristics of Product Communication on Indian Market
4.5. Comparison of Facts and Figures
5. Results – Critical Discussion – Recommendation
6. Conclusion and Outlook
References
Declaration in lieu of oath
- Citation du texte
- Patrizio Basso (Auteur), 2016, Intercultural Product Communication. An Assessment of Consumer Electronic Products in India and China, Munich, GRIN Verlag, https://www.grin.com/document/380879
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