International Marketing in Germany – From a cultural perspective

2.4.3
 
Culture Defined 
Based on reviewed culture models we have defined culture. Our definition of culture serves as 
base in the thesis and it has been explained to the respondent companies prior to the 
interviews. After performing the interviews, the analysis and conclusions will be based on our 
perspective of culture. 
117
See Section 2.4.3 
118
See Section 2.3 
119
See Chapter 4 

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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, technology, 
social organization, politics, law, values and attitudes.” 
2.5
 
Research model, Problem Definition and Need of Information 
2.5.1
 
Research Model 
Based on the chosen theories, we have created a research model (See figure 2.10), according 
to the subject of the thesis. The model is divided into a pre-study and four research areas, 
which all are of great importance in order to be able to analyze and draw conclusions with 
regard to the problems of the thesis. We found it important to have four research areas, since 
this way the organizing of the interviews becomes significantly easier.
Figure 2.10 Research Model 

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33 
The cultural variables are chosen in accordance to our definition of culture and will be applied 
on German culture. This matter is presented in the pre-study on German culture in chapter 
four.
Thereupon, we will formulate questions for the interviews according to our four research 
areas regarding the companies’ adjustment on price, product, promotion and place, which we 
will ask in personal or telephonic interviews. The results of the interviews are presented in 
chapter five. 
The gathered information ends with the main problem of the thesis regarding standardization 
or adaptation of Swedish companies’ marketing mix as presented in the research model.