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This thesis explores the impact of culture and diversity on multicultural teams and the potential benefits of adopting a transcultural approach to enhance team collaboration and effectiveness. The study highlights that cultural differences can present challenges to team collaboration and communication, but a transcultural approach can promote appreciation and understanding of these differences, leading to stronger relationships and greater success in a global business environment.
Intercultural competences, such as an open mind and flexibility, are essential for overcoming challenges arising from cultural differences in teams, and experience and training are recommended to develop these competences. Effective diversity management and developing intercultural competences are essential to thrive in a multicultural environment. Transcultural learning provides a valuable framework for understanding cultural diversity and fostering mutual understanding and respect between cultures. Adopting a transcultural approach can create commonalities and value in terms of global unity and understanding, making it an essential component of international business in today's globalized society.
This thesis examines the culture concerning the Celebrity-Endorsed Advertisements in Luxury Brands. Culture and its value have an impact on the effectiveness of the advertisement. Culture can also impact celebrity endorsement as a celebrity can be seen differently according to the cultural pattern. Luxury is also seen differently according to the cultural values, and brand can have an impact on the value of the luxury. Since the advertisement is a very crucial tool for marketing strategies, commercials should be made according to the values of the culture to increase its effectiveness. Culture is a group phenomenon, and it influences the behavior of an individual which impacts the brand and product. Culture creates a lifestyle and new markets; it also allows market adaptation according to the local taste. Culture helps us to understand the changing attitude of the market towards a product or service. Culture plays a role in the perception of the product and advertisement as people from a different country will perceive and interpret things differently according to their culture and experience.
This thesis addresses various diverse questions related to the culture regarding celebrity-endorsed advertisements in luxury brands. The foremost question which addressed is; the culture impact on the customer's perception of the brand image for celebrity-endorsed advertisements as to luxury brands. This thesis is based on the Qualitative research method, including descriptive case study-based research with observations, following an inductive approach to generate a theory, model, and explanation by analyzing the data to finding patterns. This thesis follows the research task based on theory and applying research models to new situations, explaining phenomena, and analyzing the relationships. The information and data for the research are taken from the online & social media platforms YouTube, Facebook, Instagram, and Twitter are used for TV commercials. The data is analyzed through observation by checking the advertisement like and dislike on the online platform. How often they are comment and what kinds of statements are used for an advertisement. Afterwards, the data is analyzed according to the culture models. The findings of this thesis answer and highlight the challenges along with the research questions. The study helps us to understand what culture is and how to target the market more effectively. It explains the importance of the brand and the value of the luxury associated with it. This thesis helps us to understand the impact of the celebrity in the advertainments and how to use them effectively. It also helps us to understand consumer behavior and the perception of the product value. This thesis highlights the fact that what can be seen offensive in the advertisement by a different culture and its impacts on the brand image.
Challenges in a multi-country and multinational project environment within a matrix organization
(2015)
Comau S.p.A. -Powertrain- (PWT) mainly manages its projects on a multinational level. In the past, several issues were identified some of which can be attributed to the complexity of a matrix organizational structure. Therefore, the aim of this thesis is to investigate whether PWT project teams are still experiencing certain issues while working in multi-country projects and to develop certain proposals for improvement by analysing the possible causes. For this purpose a survey was conducted among project participants to identify the present issues and to discover the reasons for their occurrence. In addition, an analysis of cultural differences was performed also based on secondary data to examine the influences of cultural differences on employees’ perceptions. The results of the analysis indicated that some of the project teams are still facing certain issues while collaborating across regions and functions. Therefore, the importance of a better communication of certain defined roles was identified. In addition, an increasing awareness of the Responsibility Assignment Matrix (RAM) as a tool for also obtaining the overall agreement of project responsibilities and as team building measure was recognized as important. Moreover, to obtain new insights into present issues from the perspectives of the project teams and for further research purpose, the execution of a workshop including all survey participants was stated as potentially worthwhile.