Cross-Cultural Comparison of the Business Culture and Marketing in Germany and the United States

Authors

  • Eva Dirr

Keywords:

Marketing, Culture, Marketing practices

Abstract

Even though globalization and convergence of cultures seem to be increasing, there are still big differences in cultures and those create major problems for global companies and their marketing departments. This presentation shows the cultural differences between Germany and the US and how those relate to business and marketing practices in both countries.

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Published

2023-05-06

Issue

Section

Professional Programs