Managing of Global Business. Beiersdorf‘s Intercultural Management

Studienarbeit aus dem Jahr 2019 im Fachbereich Medien / Kommunikation - Interkulturelle Kommunikation, Note: 2,0, Hochschule Fresenius; Hamburg, Veranstaltung: Intercultural Competence, Sprache: Deutsch, Abstract: This paper examines whether the large German company Beiersdorf succeeds in intercultural communication or not. The company has been successfully active internationally for many years. On this basis one can make the following statement: Beiersdorf is a role model for intercultural management due to its public relations activities and various cultural and international programs. This work deals in particular with the questions: What does intercultural management at Beiersdorf look like? Special attention is also paid to the international public relations work of the company. To answer these questions the Beiersdorf Group, its history and the current activities, will be briefly presented in the first step to get an overview of the company. In the second step, relevant literature is consulted. In this case theory from High and Low Context Cultures by Edward Hall is used. In addition, the importance of public relation is briefly explained. So that ultimately these two parts can be related to each other and the essay question can be discussed.