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

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Statement of the problem
• Relevancy
• Method of research
• Demarcation of the study field
• Composition of the thesis
• Globalisation and internationalisation strategies
• Globalisation
• The international business environment
• Defining globalisation
• Driving forces of globalisation
• Consequences of globalisation
• Globalisation and the business environment
• Implications of globalisation for companies
• Motivations for companies to globalise
• Multinational versus global competition
• Internationalisation/globalisation strategies – planning and implementation
• The strategic planning process
• The implementation process
• Culture and its impact on strategy
• German context
• German national identity
• German culture
• German management systems and principles
• The role of country-of-origin
• 'Made in Germany' as a cue
• German companies in the international arena
• Germany and Western Australia
• Western Australia as a market
• The link between Germany and Australia
• German business presence in Australia
• Empirical analysis
• Composition of the questionnaire and research method
• Content and motivation
• Layout and responses
• Demographic data
• Involvement of German companies in Western Australia
• German identity
• German character traits
• German products
• German image and business culture
• Summary and conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis examines the internationalisation of the "Made in Germany" image in Western Australia. It explores the motivations and strategies of German companies operating in this market, and how they utilize the "Made in Germany" label to achieve business success.

• Globalisation and its impact on international business strategy
• The role of national identity and culture in shaping business practices
• The perception of "Made in Germany" in Western Australia
• The internationalisation strategies of German companies
• The influence of cultural factors on the success of German businesses in Western Australia

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter introduces the thesis, outlining its objectives, research methods, and scope. It delves into the concept of "Made in Germany" as a brand and its implications for German companies operating internationally. The second chapter examines the broader context of globalisation, outlining its driving forces and implications for international business strategy. This chapter explores various internationalisation strategies and their applicability to German companies. The third chapter focuses on the German context, including German national identity, culture, management systems, and the role of "Made in Germany" in the global marketplace. The fourth chapter investigates the specific case of Western Australia as a market for German companies, analyzing the existing business links between Germany and Australia. The fifth chapter presents the results of an empirical analysis of German companies operating in Western Australia. This chapter explores various aspects of their business practices, including their involvement in the market, perceptions of "Made in Germany," and strategies for cultural adaptation.

Schlüsselwörter (Keywords)

The key terms and concepts explored in this thesis include: internationalisation, globalisation, national image, "Made in Germany," country-of-origin effect, business strategy, cultural adaptation, German identity, Western Australia, empirical research, and international business.