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Theses and dissertations (Management Sciences)

Permanent URI for this collectionhttp://ir-dev.dut.ac.za/handle/10321/14

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    The influence of culture on marketing communications between South African and German businesses
    (2012-11-30) Schnalke, Marcel; Mason, Roger Bruce; Ngubane, Zwakele
    Globalization has brought new challenges for companies operating internationally. Various geographic locations, including numerous cultures, enhance marketing operations for an international company. The marketing communications process is influenced by culture and, therefore, it is important to identify the main national cultural factors and variables which influence this process. This study aimed to investigate the influence of national culture on marketing communications between German and South African businesses. The objectives of this study were to identify the main critical national cultural factors/variables influencing marketing communications between South African and German businesses and to develop a cultural framework to support marketing communications between German and South African firms. In order to accomplish the objectives, the study was undertaken as a quantitative survey combined with qualitative in-depth interviews to provide better understanding of the information obtained from the survey. The quantitative study was conducted from marketing staff selected from a population of 250 companies. Six in-depth interviews discussing the findings and results obtained through the quantitative study completed the qualitative part of the study. Language, value system, religion, level of education, attitude towards time, marketing communication style and marketing messages have been identified as the seven main cultural factors/variables to be critical and which have to be taken into consideration for marketing communications. Two cultural frameworks, one focussing on South Africa, the other one focussing on Germany, have been developed to provide South African and German businesses with the essential information and support if they want to implement a successful marketing communications strategy for either the German or the South African market.
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    The role of interpersonal communications in managing South African - German business relationships
    (2012-11-29) Scheming, Oleg; Mason, Roger Bruce; Maharaj, Roshni
    Communication is the basis of all relationships. Be it personal or professional, people cannot do without healthy and effective communication especially, when it comes to business. Good communication skills are of vital importance. While most countries do speak English, which is the globally accepted ‘business’ language, there are still big challenges with language as well as cultural differences. This study aimed to investigate the role of interpersonal communications in manag- ing South African – German business relationships. The objective of this study was, firstly, to identify which communication channels South African business organiza- tions use to communicate with German businesses and, secondly, to explore the associated problems experienced by South African business people. Based on the investigated problems, recommendations were provided on the technical level and the personal level as to how communication can be made more effective to improve South African and German business relationships. In order to accomplish the objectives of the study, a quantitative study was con- ducted by means of self-administered e-mail based questionnaires. In addition, a qualitative study was conducted using self-administered interviews based on the quantitative results of this study. In both cases, the respondents were purposively selected. Conclusions and recommendations were thereafter drawn from the findings of the study in comparison with the literature review. The results showed that effective communication in business is not as easy as it of- ten seems. There are problems in business communications between South African and German business partners mainly based on the cultural differences. The report recommended that companies should invest more in training and work- shops in order to help communication partners to understand cultures abroad and to understand the communication habits of overseas business people.