Kommunikative und kulturelle Herausforderungen bei der Expansion von Franchisesystemen in ost- und süd-ostasiatische Märkte: Eine Untersuchung anhand
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Aufgrund der Globalisierung, der weltweit zunehmenden politischen, institutionellen, sozialen und wirtschaftlichen Verflechtungen der Regionen, begegnen sich Menschen immer häufiger. Dabei kommt es u. a. aufgrund kultureller Unterschiede zu Kommunikationsproblemen. Diese Diplomarbeit untersucht Herausforderungen, die bei der interkulturellen Kommunikation nach Süd-Ost-Asien auftreten können. Diese Problemstellungen spielen in der betrieblichen internen Kommunikation, wie anhand des Franchisesystems einer Firma erläutert wird, eine wichtige Rolle. Ebenso wird die theoretische Recherche durch die [IKOSA 05]-Studie ergänzt, um sich ein umfassendes Bild zur Thematik bilden zu können. Die Zielsetzung dieser Diplomarbeit ist, die Evaluation der Bedeutung von Kultur und Kommunikation für den Menschen, sowie interkulturelles und kulturübergreifendes Wissen aufzubauen. Die gewonnenen Erkenntnisse sollen am Beispiel der Kultur des ost- und süd-ostasiatischen Raumes vertieft werden. Dabei sollen tendenzielle deutsch-asiatische Kulturunterschiede durch die Beschreibung panasiatischer Kulturmerkmale aufgedeckt, und durch eine Studie überprüft werden. Der Gefahr einer Klischeebildung wird durch die intensive und fundierte Befassung anhand theoretischer und praktischer Quellen entgegengewirkt. Fragestellungen, die mit dieser Diplomarbeit beantwortet werden sollen: - Welche Rolle spielt die Globalisierung in Bezug auf die Begegnung verschiedener Kulturen? - Welche Möglichkeiten bietet das Franchise-System zur internationalen Expansion? - Was ist Kultur und welche Rolle spielt diese für die Interaktion unterschiedlicher Kommunikationspartner? - Welche Formen und Einsatzmöglichkeiten der Kommunikation sind im interpersonellen und industriellen Kontext von Bedeutung? - Welche Besonderheiten ergeben sich in der interpersonellen Kommunikation mit Asiaten aufgrund kultureller Unterschiede? - Welchen Einfluss haben diese auf die Vertriebsstruktur des Franchise-Systems? - Welche
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