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Interkulturelle Kompetenz im Zugang zu japanischen Mrkten

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Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783835000193
Condition
New
Product Description

Japan gehrt zu den globalen Schlsselmrkten, die kein international agierendes Unternehmen ignorieren darf. Hohe Kosten und antizipierte Hindernisse fhren jedoch dazu, dass Japan kein Magnet fr auslndische Direktinvestitionen ist. Lokal-kulturelles Konsumentenverhalten verschrft die Eintrittsbarrieren, und es entsteht der Eindruck, Japan sei ein Sonderfall im internationalen Marketing. Sierk Aurel Horn zeigt, dass interkulturelle Kompetenz Antworten auf die Herausforderungen des japanischen Marktes bietet und dass sie im Hinblick auf die Globalisierungsspirale generell hchst bedeutsam ist. Er untersucht und belegt diesen Wirkungsanspruch insbesondere fr die Bereiche Konsumentenverhalten, Marktforschung, Markenarchitektur und Human-Resource-Management. Experteninterviews geben einen fundierten Einblick in die Marketingrealitt.

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