International marketing Dissertation Example | Topics and Well Written Essays - 4500 words

International marketing - Dissertation Example The main focus of an interpretive approach is on processes which help in surfacing up the meanings and negotiating them (Schwandt, 1999). Interpretive approach focuses on the individual and uses one of among several qualitative data collection techniques and analysis processes. This approach further branch out into several other approaches, having different views (Alvesson and Skoldberg, 2000; Lindlof, 1995). The one used in this research is Hermeneutic; which according to Martin and Sugarman (2001) is an approach which â€Å"moves beyond both scientism and social constructionist, accepting the self-interpreting nature of humans within their social-cultural context, but not reducing them completely to these origins†. Hermeneutics can be considered as an approach which enables the researcher to further explore the meaning of the desired topic so as to get an in-depth understanding of it (Alvesson & Skoldberg, 2000). This approach is subjective and uses more personal qualitative techniques. It focuses more on comprehending the situation involved and analysis of qualitative data (Gummesson, 2000). According to Patton (2002), the qualitative data can be collected by means of interviews; structured or semi structured; documents and observations. For this research, data was collected by conducting semi structured interviews. This technique was employed owing to the fact that the research so far done in this area has data and results that have certainly become outdated. Thus to emanate more latest information from within the concerned industries so that it could be useful for further study and exploration, interviews were done which would yield rather up to date and more interesting facts. These interviews have helped the... From this research it is clear that every country has its own communication pattern. For the success of an international business there is a strong need of focusing on relationship development that is â€Å"an integrated effort to identify, build up and maintain a network of relationships with employees, inter-organizational partners and customers for mutual benefit† which significantly require a well thought integrated communication strategy. Thus success of Mc Donald’s working in over 115 countries simultaneously can be taken as an example of it modification of selling and communication techniques to effectively communicate with its various stakeholders. Owing to the importance of relationship building among various stakeholders with varied cultural background, comprehending the role of communication is essential for any company with international business. The intercultural barriers can be effectively removed by imporved and adapted and selling process accordingly be cause if not it leads to the widening of gap between the two culturally different parties thus affecting the rapport of the company, personal bonding and log term compatibility which in turn can badly impact the marketing efforts of the company thus it becomes essentially significant for any company to first analyze the communication pattern of the country it wants to work in and then build the relationship by appropriate communication channel and thus communication. According to the second respondent, they have well established guidelines for conducting marketing in varied countries, however, owing to the fact that culture varies these guidelines are modified accordingly.