International Marketing in Germany – From a cultural perspective

APPENDIX I 
INTERVIEW GUIDE 
Background 
Contact: 
Position: 
Company: 
Business form in Germany: 
Active in Germany since: 
General opinion about the German market: 
Our definition of culture: Culture is everything in a country that forms an 
individual’s behavior. It is a wide conception including language, history, 
religion, education and technology, social organization, politics and law, and 
values and attitudes. 
RESEARCH AREA 1: PRICE 
Question 1.1: 
Do you apply standardized or adapted 
pricing strategy
in Germany?
Question 1.2:
Has German culture influenced your choice?
Question 1.3:
Do you apply standardized or adapted 
list price
in Germany?
Question 1.4:
Has German culture influenced your choice?
Question 1.5:
Do you apply standardized or adapted 
discounts and allowance
in 
Germany?
Question 1.6:
Has German culture influenced your choice?
Question 1.7:
Do you apply standardized or adapted 
period of payment
in Germany?
Question 1.8:
Has German culture influenced your choice?
RESEARCH AREA 2: PRODUCT 
The core product:
Question 2.1:
Do you apply standardized or adapted 
product function
in Germany?
Question 2.2:
Has German culture influenced your choice?
The actual product: 
Question 2.3:
Do you apply standardized or adapted 
packaging
in Germany?
Question 2.4:
Has German culture influenced your choice?
Question 2.5:
Do you apply standardized or adapted 
features
in Germany?

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Question 2.6:
Has German culture influenced your choice?
Question 2.7:
Do you apply standardized or adapted 
styling
in Germany?
Question 2.8:
Has German culture influenced your choice?
Question 2.9:
Do you apply standardized or adapted 
quality
in Germany?
Question 2.10:
Has German culture influenced your choice?
Question 2.11:
Do you apply standardized or adapted 
brand name
in Germany?
Question 2.12:
Has German culture influenced your choice?
The augmented product: 
Question 2.13:
Do you apply standardized or adapted