International Marketing in Germany – From a cultural perspective

Figure 2.6 The Cultural Environment In International Business. 
Source:
Ricks, D.A., 
Big Business Blunders, 
(1983), p. 12 (modified) 
The eight dimensions of culture are described further in the following sections. 
Language 
The language is the first cultural difference between two countries that gets noticed when 
arriving in a new country. It reflects values and the nature of the society. By learning the 
language, a person gets familiar to a part of the new culture and the unique characteristics of 
the language. There are two ways of communicating, verbal and non-verbal. The spoken 
language (verbal) is the most important and the fastest changing part of the language. Both the 
verbal and the nonverbal language differ widely between countries and cultures.
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The 
differences in non-verbal communications and the importance of the subject is researched and 
explained by Hall. This subject will be further described in the chapter 2.3.4 
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Czinkota, M. R. & Ronkainen, I. A., 
International Marketing,
(2004), p. 59f 

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An industrialized country has a very rich vocabulary within for example technology and 
business, while a developing country has a rather poor vocabulary until new technology is 
presented to them. Each language has its own special areas and words (Eskimo language for 
example has many different words for snow while English only offers one) where there are no 
good translations into other languages.
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In a few countries, there is more than one spoken language and to solve or ease an eventual 
communication problem, a lingua franca has been developed. One example is Canada with its 
French and English language, although Canada is one country, there are at least two cultures 
within the country with its own attitudes and social values. Languages can cause severe 
difficulties within international business, but by knowing more than one language, a bridge 
can be created to ease some of those difficulties.
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When launching a product in a new country and culture, the company has to be aware of the 
meaning of its brand name in different languages. There are many pitfalls companies have 
fallen into, for not having sufficient knowledge about its brand name and meaning in different 
languages. Good examples for this phenomenon are the refreshing drinks “Pocari Sweat” or 
“Zit”. No English speaking person would like to buy a drink associated with sweat. 
Knowledge about the new language is therefore an obligation before marketing a new 
product.
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