Category: International Marketing

Do you Like Spicy?

Author: Nana Riz A good example of misinterpretation of Intercultural Communication is the case of “China in Box” in Brazil. After a big national success, this company decided to expand and go abroad, first to Argentina and afterwards to Mexico. The result was a flop. They used the same strategy that they had used in Brazil without doing any research first. Brazilians like spicy food in contrast to the Argentineans, therefore the product itself needed an adaptation to agree with …

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Dedicam: Flying high through Social Networks?

Author: Kathrin Kunz Business success through outstanding products and network marketing: Start-up company Dedicam, specializing in using drone aircraft to film movies, commercials and extreme sports events, has maximized the use of networks to communicate its unique product nabbing renowned clients like Audi, Red Bull, Mercedes or Porsche. Instead of classic advertisement, content and inbound marketing was the topic which helped Dedicam to fly. At the commencement of operations in 2010, the founders Davide Tiraboschi and Dionys Frei understood that …

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How to do business in China? Guanxi — the Chinese art of networking

Author: Nadine Clauder Guanxi is a system of networks and relationships in business and private life in China. Furthermore it´s a door-opener and confirms commitment. Guanxi is all about giving and taking. It is essential for being successful in the People´s Republic of China. Due to the lack of strong legal institutions, the ‘Chinese way of schmoozing’ is based on the traditional values of loyalty, accountability and obligation. These give the people an orientation while interacting with each other. It …

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Emerging market India – a cultural challenge

Author: Esther Grob Photo: Zurich Tourism, Martin Rütschi On my first business trip to India, I was amazed by the cultural differences; but my experience at a business dinner gave me pause to think. MyIndian business colleagues, in my opinion, behaved disrespectfully towards the taxi driver and the staff at the venue. On the other hand their attituted towards me was friendly, reverential, professional and open-minded. During my entire stay in India I noticed different behaviour among the locals and …

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Hocoma – Global Culture and Core Values

Authors: Donny Lee, Andrea Leiser, Tobias Straumann Learn about the values and the corporate culture that enable Hocoma to be the international leader in robotic rehabilitation therapy for neurological movement disorders. Dr. Gery Colombo, Co-Founder and CEO of Hocoma, elaborates on the difficulties and opportunities in exporting the corporate culture from a Swiss hub to subsidiaries in the USA, Slovenia and Singapore. [youtube http://www.youtube.com/watch?v=mKKj5uYb7PQ&w=530;h=297]

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Swiss: How to make use of online media in critical situations

Authors: Nadine Clauder, Isabelle Gargiulo, Monika Sidler, Ulrike Meissner Online Media has become a popular term in most marketers’ vocabulary. But what makes it so special and different compared to classical communication? Online media allows the marketer to communicate multidimensionally which means there is a direct response from clients and as result interaction between producer and users. This is a great opportunity and a huge challenge at the same time. Photo by bp/plaintiffs, public domain Photo by Bernd Gross, cc …

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Corporate Ambassadors – A crucial part of the brand management strategy?

Author: Donny Lee What makes a company successful? Its products, services or the valued customers? Now ask yourself the question, who or what makes up an organisation? Yes, the employees! So why is employee branding in many corporations still not a priority? According to studies, Branding is essential, so that loyalty and  identification can be instilled in in customers, which in turn generate more revenue and profit for the organisation. Isn’t it a much bigger loss, if employees resign because …

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International campaigning and advertising within a Swiss tourism organization

Author: Esther Grob Zürich Tourism is a non-profit marketing organization which promotes tourism for leisure and business travellers for the city and region of Zürich in the local Swiss and 19 other international target markets. In their marketing strategy, the brand Zürich shall be strengthened with common focused messages and advertising in the local and the international markets. The integrated brand management is a part of all marketing activities. The destination is positioned under one claim as an authentic Swiss …

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