Monika V. Kronbügel publishes her prescient dissertation in the field of international marketing and personal management
Munich, 2015/10/15. Nowadays, internationally oriented companies can barely escape globalization processes. Every unique selling point decides whether a product sets itself apart from the mass of available goods and services. In her doctoral dissertation „Intercultural Competence – The Key to Successful International Marketing“, Monika V. Kronbügel presents a key factor for succeeding nevertheless. She argues for a bigger role of intercultural competence in marketing. She has therefore developed a model with which companies can optimize their marketing and communication strategies.
Be successful with the ITMC-Method
With the ITMC-Method, Monika V. Kronbügel’s dissertation on intercultural competence supports the intercultural development of companies. The 4-phase-model can be applied to all areas of international marketing as well as human resources management and organizational development. In its advanced form, the ITCM-Method constitutes an innovation in the field of intercultural communication development. It focuses especially on sensitizing employees of companies working with cultural diversity in marketing. The dissertation expertly analyzes the contact points between culture and international marketing. Through interviews with both employees and trainers for intercultural competence, Monika V. Kronbügel explores the usefulness of intercultural competence trainings. She notes that a marketing strategy adapted to cultural differences is more likely to be successful than standardized marketing. Furthermore, her observations show that intercultural trainings are of highest relevance to companies aiming to be successful on the international market. The key to success reads: „Think globally, act locally!“
Monika V. Kronbügel is experienced in International Business Development
In „Intercultural Competence“, Monika V. Kronbügel presents the collected outcome of many years of research and work in the field of International Business Development. She has more than 23 years of experience as a coach, advisor and as a certified quality management auditor. Today, she is the manager of Global DiVision, an internationally oriented company for organizational and human resources development. She aims to establish intercultural behavior and communication development in the marketing and communication strategies of companies in the long run.
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