Der Kulturbegriff in den Wirtschaftswissenschaften am Beispiel des Marketing
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Studienarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Interkulturelle Kommunikation, Note: 1,3, Helmut-Schmidt-Universität - Universität der Bundeswehr Hamburg, Veranstaltung: Seminar zur Interkulturellen Kommunikation, Sprache: Deutsch, Abstract: Die vorliegende Arbeit befasst sich mit dem Kulturbegriff in den Wirtschaftswissenschaften. Im Fokus steht dabei die Landeskultur, deren Einfluss am Beispiel des Marketing anhand aktueller Studien dargelegt wird. Als Folge der Globalisierung bzw. zunehmender internationaler Geschäftstätigkeit nahmen internationale Beziehungen zu. Diese erzeugten entsprechende Berührungen mit anderen Kulturen, so dass die "Fähigkeit zur interkulturellen Kommunikation [...] ein entscheidender Erfolgsfaktor für die internationale Geschäftsentwicklung von Unternehmen geworden" ist. Im ersten Kapitel werden der Kulturbegriff sowie verschiedene Kulturverständnisse näher betrachtet. Im darauffolgenden Kapitel wird die Kultur auf verschiedenen Ebenen dargestellt: der Landes- sowie der Unternehmenskultur, wobei der Schwerpunkt dieser Arbeit auf der Landeskultur liegt. Anschlie end werden in Kapitel 3 populäre Kulturmodelle vorgestellt. Kapitel 4 stellt schlie lich das aktuelle Verständnis der Kultur in den Wirtschaftswissenschaften am Beispiel des Einflusses der Landeskultur auf das Marketing dar. Auch wenn das Marketing nicht repräsentativ für die gesamten Wirtschaftswissenschaften sein kann, so ist eine Betrachtung der Kultur im Lichte des Marketing sinnvoll, da gerade diese Teildisziplin durch einen hohen Grad an Kommunikation gekennzeichnet ist. Und insbesondere bei der interkulturellen Kommunikation werden kulturelle Unterschiede deutlich. Das verstärkte Interesse an kulturellen Einflüssen auf das Marketing und die Werbung lässt sich auch an der gro en Zahl von Studien zu dieser Thematik erkennen.
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