Implantation of Google in Bulgaria's market

Docs en anglais | 11 pages | 14-08-2008 | Format : | Note : Non noté

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Résumé

We're living in times of globalization and companies have to take more and more in consideration the internationalisation of their activity if they want to stay competitive. That's why it's necessary to them that they find the markets where they will have the best opportunities to increase their growth with minimum costs for production and distribution.

Therefore, each market must be analysed in details before to take a decision. Economy, political stability, level of life for example must be analysed, but there is a factor which maybe has more importance than the others, the culture of the country. In order to be successful in a certain region or country a company must build an awareness of cultural differences. Cultural differences can be found in communication (spoken, written or silent language), information and task processing, risk-taking behaviour, relationship preference, work motivation, religion and social stratification.

Therefore, employees must be prepared before to be sending in a foreign country and they must have trainings about the way to manage in the state they will operate in. There are many cases of companies which have failed in a foreign country because they tried to manage like in their nation of origin.

In this study, we are in a situation of simulation for the company Google and its implantation in the Bulgarian market.

Table of contents:

Introduction: importance of Cross-Cultural Management

PART 1 : THE COMPANY

I) Introduction into Google
II) Google's way of working

PART 2 : THE COUNTRY

I) Introduction into Bulgaria
II) Hofstede's cultural dimensions
III) Trompenaar's cultural dimensions

Conclusion: advices to the managers

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