History Marketing. Die Bedeutung interkultureller Aspekte bei der Kommunikation von Tradition und Unternehmensgeschichte in ausgewählten Kulturkreisen
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Masterarbeit aus dem Jahr 2021 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, AKAD University, ehem. AKAD Fachhochschule Stuttgart, Sprache: Deutsch, Abstract: Im Zeitalter einer fortschreitenden Globalisierung und Digitalisierung der Welt, dem verstärkten Wettbewerb, der Notwendigkeit eines historischen Ausweises der Unkopierbarkeit und der zunehmenden Beschleunigung von Veränderungen, erscheint es wesentlich für Unternehmen durch die eigene Geschichte unverwechselbar zu werden. Das History Marketing ist ein fortwährend einzusetzendes Instrument der Kommunikationspolitik zum Umgang mit Geschichte in Unternehmen, welches absatzfördernde sowie vertrauensbildende Ma nahmen und historische Dimensionen eines Unternehmens miteinander verknüpft, indem die bedeutendsten Entwicklungen und Ereignisse in der Geschichte eines Unternehmens ermittelt werden, um sie als emotionale Säule und Kompetenznachweis in die Unternehmenskommunikation zu integrieren. Die zunehmende Bedeutung kultureller Aspekte in der globalisierten Welt und der differenzierte Umgang mit der Unternehmensgeschichte sowie einhergehend unterschiedlicher Kommunikation jener, zeigen einerseits auf, welches Potential die Historie als Ressource für die Unternehmenskommunikation birgt und schreiben andererseits der Rolle interkultureller Aspekte bei der Unternehmenskommunikation eine hohe Bedeutung zu. Die Forschungsfragen beleuchten, ob und inwiefern kulturelle Unterschiede innerhalb der Kommunikation von Unternehmensgeschichte zu finden sind und sofern kulturell bedingte Unterschiede identifiziert werden können, werden die Auswirkungen jener auf die vermarktungsorientierte Kommunikation von Unternehmensgeschichte untersucht.
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