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Internationalisierung zwischen Anpassung und Dominanz by Bach, Sylvia

Internationalisierung zwischen Anpassung und Dominanz

by Sylvia Bach
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Book cover type: Paperback
  • ISBN13: 9783640282418
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 60
  • Original Price: USD 39.5
  • Language: German
  • Edition: N/A
  • Item Weight: 91 grams
  • BISAC Subject(s): Management

Masterarbeit aus dem Jahr 2008 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Universität des Saarlandes, Sprache: Deutsch, Abstract: Obwohl der schwäbische Traditions-Stoffteddy-Hersteller Steiff auf seiner Website passend zu den Olympischen Spielen in Peking mit putzigen Pandabären inklusive Knopf im Ohr wirbt, hat er mit China nicht viel Glück gehabt. Gro e Qualitätsprobleme und viel zu lange Lieferzeiten haben die Herstellung von Steiff-Produkten in China unrentabel gemacht. Am 1. Juli 2008 verkündete die Unternehmensführung die Beendigung der dortigen Produktion bis spätestens 2009 - nach nur vier Jahren. Was ist schiefgelaufen? Ist hier die berühmte schwäbische Sparsamkeit zu weit gegangen oder funktioniert das Prinzip der deutschen Gründlichkeit nicht in China? Hätte sich die Firma Steiff mit ihrer Strategie vielleicht besser an die Kultur der chinesischen Mitarbeiter anpassen müssen? Die Faszination der asiatischen Märkte mit ihrem enormen Potenzial ist nachvollziehbar: China und auch Indien haben sich längst zu ernstzunehmenden Spielern auf dem Weltmarkt entwickelt. Auch die deutschen Wirtschaftstreibenden kennen diese Faszination nur zu gut: "Wenn deutsche Politiker und Wirtschaftsführer nach China blicken, sind sie hin- und hergerissen: Sie staunen - und haben zugleich Angst (...) Sie drängen nach China - und wollen zugleich Chinas Firmen von Deutschland fernhalten (...) Statistiker haben längst ausgerechnet, wann China zur grö ten Volkswirtschaft der Welt aufgestiegen sein wird: 2035 oder 2040..." Aber woran liegt es, dass manche Unternehmen dort im Ausland erfolgreich sind, von wo andere wie Steiff reumütig zurückkehren? Können sie sich einfach besser an die andere Kultur anpassen oder ist ihre Internationalisierungsstrategie so bewährt und gut, dass sie sie dominant im Ausland weiter verfolgen können? Dieser Thematik will diese Arbeit auf den Grund gehen. Um eine solide Datenbasis für die Untersuchung zu haben, wurde hierfür eine

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