Author: Anja Janoschka

Prof. Dr. Anja Janoschka leitet das Forschungsprojekt "B2B & Social Media". Sie ist Dozentin und Leiterin der Studienrichtung Kommunikation & Marketing sowie des CAS Marketing Communication und des CAS International Marketing & Communication.

Lack of preparation will always cost you money!

Author: Manuel Blunier It is a fact that in all wealthy European countries (UNDP, Human Development Index, 2011) price negotiations are not traditionally prevalent. Surprisingly enough, that most multinational trading company are situated exactly in these regions of Europe. In my personal sales career most negotiations have led to a price reduction but rarely to a price increase. However, I hear again and again how important it is to have well trained negotiation skills. The question must be: what characterizes …

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Cross-Cultural Etiquette and Behavior – The Basics

Author: Hanne Tontsch Find here some of the questions which you should ask yourself if you encounter international business partners. These are some basics that will help you to honor your business partners and customers in their culture and they pave the way to successful interpersonal relationships. As an example The new CEO of a company in the outdoor sector meets in a suit on a potential Japanese partner. He is dressed very casual and and he wears clothing that …

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Pilatus, a Swiss mountain goes global

Authors: Manuel Blunier, Ana Ingold, Doris Kündig, Colette Richter Beat Wälti, Director of Marketing and Sales, and Member of the executive board of Pilatus-Bahnen AG, explains how a tourist destination and attraction markets its offerings on the international stage and what a role social media is playing in this: [youtube http://www.youtube.com/watch?v=aH25K8w8U6k&w=530&h=298]

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Können globale Werbekampagnen kulturelle Barrieren überwinden?

In unserer globalisierten Welt spricht man oft von „Global Advertising“. Es scheint, als ob sich für international tätige Unternehmen in standardisierten Werbekampagnen ein massives Sparpotenzial verbirgt. Aber zahlt sich dies auch langfristig aus? Martin Grolms von Technik Kommunikation ist der Meinung, dass länderübergreifend identische Zielgruppen nicht standardisiert beworben werden sollten. Es kann zwar zutreffen, dass sich der Lebensstil und die ökonomischen Aspekte einer Zielgruppe in verschiedenen Regionen unwesentlich unterscheiden – Mythen, Geschichten und die Kultur jedoch trennen die Welten. Die …

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“Jungfrau Region goes USA” or is it the other way round?

Picture: Jungfrau Region Marketing AG Authors: Hannelore Tontsch, Philipp Bircher and Marc Helfenstein What are the crucial factors for the management of the Jungfrau regional sales and marketing department to consider when entering the US market in order to be successful? Apart from an in-depth analysis of the organization’s readiness and the suitability of its product, our findings reflect an assessment of the US market‘s potential. Additionally, it opens a discussion about cultural aspects that need to be taken into …

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How about a burrito?

Author: Simon Roth This short blog entry is about overstuffed burritos – and an incredible successful story in entrepreneurship. A few of us have stumbled into this certain fast-food place called “Chipotle” (www.chipotle.com) on our last visit to the US. This – however – was not difficult at all, given that there are currently well over 1200 restaurants serving 800’000 meals per day and generating revenues of approx $2.2 billion per year. The first Chipotle fast food place was founded …

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What characterizes B2B International Marketing? And what are its key factors to success?

Author: Carla Sager When it comes to B2B marketing there are a few factors that clearly distinguish B2B markets from consumer markets: the complexity of B2B products, the involvement of a sophisticated and highly rational decision making process and the need of proven product expertise knowledge among others. B2B International, a B2B market research agency that claims to be the world leading one, summarizes the ten key factors that differentiate both markets. The complexity of B2B international marketing really takes …

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Does cultural background influence communication?

Author: Doris Kündig Due to globalization intercultural communication is becoming increasingly important. Moreover, mobility and the rapid development of communication technologies lead to ever more contacts between people of different cultures. To facilitate the understanding of cultural differences, among other things in the business world, Geert Hofstede has developed the cultural dimensions theory. This analysis tool enables to gain a group-related cultural overview. The following dimensions are aspects of a culture, which in relation to others can be measured and …

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Barriers to market entry

Author: Daniela Jenni Any company wishing to do business abroad faces numerous obstacles. Political restraints, legal restrictions, operational barriers hindering access to essential resources or distribution channels, or even a lack of knowhow about the new market can impede or limit market entry. As a consequence, it can often be difficult or even virtually impossible for a company to gain a foothold in a new market. The following two events are designed to help Swiss firms doing business abroad to …

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On your marks, get set, ENTER!

Author: Natanja Rebsamen Your company is planning to go overseas? You see foreign market opportunities, tax benefits and have profit and growth goals? Your market is saturated and you are trying to withstand the competitive pressure by entering new markets? “.. it is undeniable that the concept of entry barriers plays an important role in a wide variety of competition matters because it is vital to the analysis of market power” (OECD, 2007, Policy Briefs Competition and Barriers to Entry) …

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