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Diversity Marketing in Indien

Diversity Marketing in Indien


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About the Book

Nach der Volksrepublik China erwacht mit Indien der zweite schlafende Riese Asiens. Immer mehr Unternehmen fühlen sich von dem enormen und teilweise noch brachliegenden Potenzial dieses Absatzmarktes angezogen und wagen einen Markteintritt. Dass dieser neben großen Chancen auch mit erheblichen Schwierigkeiten verbunden ist, zeigen die Beispiele verschiedener multinationaler Konzerne, die ihren Erfolg großer Beharrlichkeit und dem Lernen aus eigenen strategischen Fehlern zu verdanken haben. Ein wesentliches Problem besteht in der Anwendung westlicher Marketingkonzepte, die allzu oft nur teilweise lokalisiert auf den indischen Markt übertragen werden. Dabei herrscht in den meisten Fällen die optimistische Ansicht vor, dass sich in Folge der Globalisierung indische Konsumenten nicht länger signifikant in ihrem Kaufverhalten von anderen Verbrauchern unterscheiden. Zudem erliegen viele Unternehmen der Versuchung, den in der Kolonialzeit verankerten britischen Einfluss auf heutige Konsummuster zu überschätzen. Doch selbst, wenn Unternehmen sich der kulturellen Unterschiede bewusst sind und diese bei ihrem Markteintritt berücksichtigen, wird in der Regel eine einheitliche Nationalkultur nach europäischem Vorbild angenommen. Übersehen wird dabei allerdings der Spagat zwischen Moderne und Tradition und die kulturelle Vielfältigkeit des Landes, die eine einheitliche Marktbearbeitungsstrategie schon im Vorfeld zum Scheitern verurteilt. Ein Ansatz, um dieser Vielfalt zu begegnen, stellt Diversity Marketing dar - Vielfalt wird hierbei erstmals nicht länger als eine negative Erscheinung, sondern als eine positive Chance zu einer tieferen Marktdurchdringung gewertet.
About the Author: Stefan Theven, B.A., wurde 1978 in Nettetal geboren. Nach dem Studium der Architektur an der PBSA Düsseldorf studierte er anschließend Betriebswirtschaftslehre mit dem Schwerpunkt Marketing an der FH Kiel. Seine besondere Aufmerksamkeit widmete er dabei den kulturabhängigen Chancen und Risiken im internationalen und multinationalen Marketing.


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Product Details
  • ISBN-13: 9783836694292
  • Publisher: Diplomica
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 245 gr
  • ISBN-10: 3836694298
  • Publisher Date: 05 Jul 2010
  • Height: 254 mm
  • No of Pages: 104
  • Series Title: German
  • Sub Title: Möglichkeiten einer kulturspezifischen Marktsegmentierung
  • Width: 178 mm


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