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

Table of Contents

1. Introduction

1.1 Statement of the problem

1.2 Relevancy

1.3 Method of research

1.4 Demarcation of the study field

1.5 Composition of the thesis

2. Globalisation and internationalisation strategies

2.1 Globalisation

2.1.1 The international business environment

2.1.2 Defining globalisation

2.1.3 Driving forces of globalisation

2.1.4 Consequences of globalisation

2.2 Globalisation and the business environment

2.2.1 Implications of globalisation for companies

2.2.2 Motivations for companies to globalise

2.2.3 Multinational versus global competition

2.3 Internationalisation/globalisation strategies – planning and implementation

2.3.1 The strategic planning process

2.3.2 The implementation process

2.4 Culture and its impact on strategy

3. German context

3.1 German national identity

3.2 German culture

3.3 German management systems and principles

3.4 The role of country-of-origin

3.4.1 ‘Made in Germany’ as a cue

3.5 German companies in the international arena

4. Germany and Western Australia

4.1 Western Australia as a market

4.2 The link between Germany and Australia

4.3 German business presence in Australia

5. Empirical analysis

5.1 Composition of the questionnaire and research method

5.1.1 Content and motivation

5.1.2 Layout and responses

5.2 Demographic data

5.3 Involvement of German companies in Western Australia

5.4 German identity

5.4.1 German character traits

5.4.2 German products

5.4.3 German image and business culture

6. Summary and conclusion

Research Objectives and Themes

This thesis examines the internationalization process of the national image 'Made in Germany' with a specific focus on its impact in Western Australia. The research addresses how German identity influences business operations and explores the relationship between culture and management strategy for companies operating abroad.

• Impact of 'German identity' on business in Western Australia
• Analysis of internationalization strategies and cultural influences
• Assessment of Western Australia as a market for German companies
• Evaluation of 'Made in Germany' as a competitive advantage
• Empirical investigation of German business presence in Australia

Excerpt from the Book

Chapter Summaries

1. Introduction: Outlines the problem statement, relevance of the study, and the research methodology, focusing on German business presence in Western Australia.

2. Globalisation and internationalisation strategies: Examines theoretical foundations of globalisation, strategic planning processes, and the significant impact of culture on business operations.

3. German context: Explores German national identity, cultural traits, management systems, and the role of 'Made in Germany' as a branding cue in international markets.

4. Germany and Western Australia: Analyzes the attractiveness of the Western Australian market and discusses the existing link and business presence between Germany and Australia.

5. Empirical analysis: Details the primary research conducted via questionnaire, classifying respondent companies and interpreting data on German identity, culture, and market performance.

6. Summary and conclusion: Synthesizes the main findings from both theoretical and empirical sections, confirming the 'Be Global, Act Local' approach adopted by German companies in Western Australia.

Keywords

Globalisation, Internationalisation, Made in Germany, Western Australia, German Identity, Cross-cultural Management, Strategic Planning, Country-of-origin, Business Environment, Market Entry, German Management, Empirical Analysis

Frequently Asked Questions

What is the primary focus of this thesis?

The thesis analyzes the internationalization of the 'Made in Germany' national image, specifically focusing on its impact and reception in Western Australia.

What are the central thematic areas?

The work covers globalization phenomena, internationalization strategies, the influence of national culture on business, and the specific business relationship between Germany and Western Australia.

What is the core research question?

The research explores how 'German identity' impacts business operations in Western Australia and how German companies navigate the balance between global standards and local cultural requirements.

Which methodology is applied?

The research uses a two-part methodology: a theoretical framework based on comprehensive literature review and an empirical analysis involving primary data collection via a questionnaire sent to German-identified companies in Australia.

What does the main section cover?

The main body integrates theoretical perspectives on global strategy and culture with empirical findings regarding the demographic characteristics, market performance, and management practices of German companies operating in Australia.

Which keywords characterize this work?

Key terms include Globalisation, Internationalisation, Made in Germany, Western Australia, German Identity, and Cross-cultural Management.

How is the Western Australian market perceived by German firms?

The empirical analysis suggests that German firms value the region's stable political and economic environment and see strong market growth potential, despite the competitive challenges.

Do German companies in Australia maintain a purely 'German' management style?

The research indicates a tendency toward 'acting local'; while many companies maintain German ownership, they often adapt their management culture and workforce composition to align with Australian standards.