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Title: The influence of culture on marketing communications between South African and German businesses
Authors: Schnalke, Marcel 
Issue Date: 30-Nov-2012
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
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.
Submitted in fulfillment of the requirements of the Degree of Master of Technology: Marketing, Durban University of Technology, Durban, South Africa, 2012.
Appears in Collections:Theses and dissertations (Management Sciences)

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