International Marketing in Germany – From a cultural perspective

3.5.3
 
The Interview Guide 
The interview guide is based on the research model and begins with an explanation of our 
definition of culture in order to be completely sure that the respondent has full understanding 
of the matter. Having the four Ps as base, we made questions with regard to what is important 
concerning every single P.
143
The same questions were asked regarding every aspect and 
included the questions: whether the company applied standardization or adaptation and what 
German cultural aspect laid as base for the decision. Follow-up questions are not included in 
the interview guide, but were asked whenever it was possible.
3.5.4
 
Interviews 
The personal interviews were made at the company with appropriate member of staff. We 
kept to the prepared subjects on the questionnaire, but let the respondent speak freely within 
the frames of discussion. We found this important due to the fact that every company has 
different experiences and to be able to get satisfying results the interviews had to be deep.
The same procedure has been followed in the telephone interviews except for the fact that it 
was performed on the phone. We found the answers and discussions in the telephone 
interviews to be shorter than the ones we got in the personal interviews. In table 3.2 we have 
summarized the interviewed companies with relevant facts. In case of missing information 
and confirmation of already retained information, we sent the material to the respondent 
company for a further verification. 
Table 3.2 Interviewed Companies 
Date 
Company 
Contact 
Position 
Interview method 
1 
081202 
Barilla-Wasa AB
Karin Brynell 
Marketing Director 
Telephone interview 
2 
081202 
Precimeter Group
Magnus Terner 
Marketing Manager 
Personal interview 
3 
081204 
Nudie Jeans Marketing AB 
Oscar Fritzson 
Sales Coordinator 
Telephone interview 
4 
081205 
Filippa K AB 
Eva Boding
Marketing Director 
Telephone interview 
5 
081211 
Göteborgs Kex AB 
Martin Thoma
Export Area Manager 
Personal interview 
6 
081215 
The Absolut Company AB 
Ann Ystén 
Marketing Director
Telephone interview