Industrial business to business marketing in Germany : an honors thesis (HONRS 499)

Growing up in Germany for 16 years and having traveled Europe extensively before I moved to the United States in 1998, I have learned to appreciate the cultural differences between countries. I chose International Business as my major at Ball State University because the international environment is where I grew up and where my future will be. My father was doing business with companies in the U.S. while we lived in Germany and today he is here in the U.S. working for a German company.The cultural differences between the United States and Germany are not extensive but nevertheless worth knowing. Through my marketing minor I have taken several professional selling classes and decided to focus this paper on how to effectively sell a U.S. product directly to a company in Germany. This paper will first give a snapshot picture of what Germany is like today in terms of geography, demographics, politics, and the economy. I have also included a brief history of relevant events. After describing some cultural differences and what to watch out for, this paper gives several specific strategies on how to go about entering the German market. Specific tips on personal selling finally tie the cultural differences together in a business context.