International Marketing in Germany – From a cultural perspective

4.1.3
 
Education and Technology
Germany’s population is strongly focused on education, science and research.
166
The school 
system is a question of decision for every state making the school system different from state 
to state. In the public educational system, it is common that all pupils are in the same school 
157
Usunier, J-C., 
Marketing Across Cultures, 
(2000), p. 429 
158
Schaupp, G. & Graff, J., 
Business Etikette in Deutschland, 
(2006),
 
p. 21 
159
Hall, E. & Hall, M., 
Understanding Cultural Differences,
 
(1990), p. 50 
160
Ibid, p. 68 
161
Gesteland, R., 
Cross-Cultural Business Behaviour, 
(2005)
, 
p. 315

162
Clyne, M., 
The German Language
,
 
(1995), p. 4ff 
163
Ferraro G.P., 
The Cultural Dimension of International Business,
(1994), p. 43 
164
See Section 4.1.7 
165
Hintereder, P. et al., 
Facts About Germany
, (2008), p. 171 
166
Ibid, p. 118ff 

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48 
from grade one to four and from grade five to twelve or thirteen. It consists of Hauptschule, 
Realschule and Gymnasium into which the pupils are divided according to their learning 
ability.
167
After the public educational system a wide range of universities and Fachhochschulen 
follows. Fachhochschulen are practical oriented technical colleges giving the students 
specialized, high quality education as well as work-experience. Due to the fact, that schooling 
is decided upon in every state, universities and colleges often specialize in local needs of 
industries.
168
Germany is famous for its universities and its quality, and many students travel far to be able 
to take part in them. After the United States and Great Britain, Germany is the third most 
preferred host country for international students. It is also well-known for its international 
research, patents, inventions and innovations. “Made in Germany” has become a sign of 
quality. The research is not only made within the universities. German industries undertake a 
lot of own research bringing German industry to a competitive position. There is a culture of 
technology that can be seen in Germany’s advanced systems as well as well-developed 
infrastructure.
169
German companies have historically had a leading position in many industries mainly through 
differentiation and sophisticated segments. Strong competitiveness can be found in 
incremental product and process innovation in already established technologies. Examples are 
machinery and chemicals where the products and production processes are complex. To be 
added is the fact that the development of new industries is not easy in Germany.
170
The German market is much formed by its product standards, known as DIN (Deutsche 
Industrie Norm).
171
These standards with over 30 000 different norms are from the view of a 
foreigner seen as non-tariff barriers but from the German view it is only about safety.
172