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Services Marketing in a Cross-Cultural Environment: Elekta in Germany
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies. (Katrina Dietrich & Giorgos Angelakis)
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies. (Katrina Dietrich & Giorgos Angelakis)
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Abstract

Title: Services Marketing in a Cross-Cultural Environment: Elekta in Germany

Level: Master Thesis in Business Administration

Author: Katrina Dietrich & Giorgos Angelakis

Supervisor: Maria Fregidou-Malama

Examiner: Akmal Hyder

Date: 2014-January

 

Aim: This study aims to examine how culture, trust, network and standardization/adaption are applied within the Service Marketing of Elekta in Germany and if they overcome the characteristics of Services within a culturally different environment.

 

Method: The research uses qualitative data, applies a single case study, questionnaires and semi-structured interviews to collect primary data.

 

Result & Conclusions: The applied model shows that Elekta uses a balance between adaptation and standardization as well as applies trust and network under awareness and use of the German culture. These factors are used in combination and are influencing each other in order to create a homogeneous and tangible service.

 

Suggestions for future research: The case study indicates that one company is subject of the study in one country, hence generalization cannot be achieved. Therefore future research of other countries and other service industries can extend this research.

 

Contribution of the thesis: This research stresses the importance of culture, adaptation/ standardisation and trust and networks in cross-cultural services marketing of Elekta. It shows how heterogeneity and intangibility are influenced by the variable trust, network, adaptation/ standardization and culture. 

Place, publisher, year, edition, pages
2014. , 106 p.
Keyword [en]
International Services Marketing, Adaptation/Standardization, Trust, Network, Culture
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hig:diva-16249Archive number: FE1:17/2014OAI: oai:DiVA.org:hig-16249DiVA: diva2:692992
External cooperation
Elekta AB
Subject / course
Business administration
Educational program
Business administration – master’s programme (one year)
Presentation
2014-01-21, Embla, Gävle, 13:06 (English)
Supervisors
Examiners
Available from: 2014-02-19 Created: 2014-02-03 Last updated: 2014-02-19Bibliographically approved

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