Specifics of the communication mix applied on the Czech and German market by the selected company

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F23%3A00012051" target="_blank" >RIV/46747885:24310/23:00012051 - isvavai.cz</a>

Result on the web

<a href="https://doi.org/10.24132/jbt.2023.13.2.39_52" target="_blank" >https://doi.org/10.24132/jbt.2023.13.2.39_52</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.24132/jbt.2023.13.2.39_52" target="_blank" >10.24132/jbt.2023.13.2.39_52</a>

Result language

angličtina

Original language name

Specifics of the communication mix applied on the Czech and German market by the selected company

Original language description

International marketing communication is the most visible and also the most culturally conditioned international marketing tool. The main objective of the international communication policy is to create a favourable image of the company and shape the desired image of its products and brands. Usually, the basic communication concept is used as a starting point, and the individual tools of the communication mix, the content and method of communication, and the choice of media are adapted as needed. This paper presents a case study that aims to identify differences in the marketing communication of a selected global company on the German and Czech markets. The global company dm-drogerie markt GmbH, which engages in business activities in both countries, was selected for the case study. For the Czech Republic, the primary research method used was face-to-face interviews. For the research in Germany, the primary research. method used was observation. The research identified a predominant strategy of adaptation over a strategy of standardisation. One example of adaptation is the creation of communication content; for German customers this is based on corporate social responsibility, while for Czech customers the company uses price as its main selling point. Standardisation was evident in the choice of the same communication mix and the massive promotion of corporate private brands in both countries.

Czech name

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Czech description

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Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

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OECD FORD branch

50601 - Political science

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2023

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

časopis Trendy v podnikání

ISSN

2788-0079

e-ISSN

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Volume of the periodical

XIII

Issue of the periodical within the volume

2

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

14

Pages from-to

39-52

UT code for WoS article

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EID of the result in the Scopus database

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