TU BRAUNSCHWEIG

Research

(2) International Marketing and Intercultural Communication

Other research issues of the Institute of Marketing deal with topics like International Marketing and Intercultural Communication. In cooperation with the University of Rhode Island (Guo-ming Chen) a transdisciplinary research project on intercultural communication competence was conducted. Within the project a model for measuring intercultural sensitivity of people was developed and empirically tested in Germany and the USA. Results of the research have been published in international journals of communication science. 

Another study investigates the importance of genuine asian perspectives concerning research of intercultural communication. Based on the method of Grounded Theory a qualitative approach is chosen to analyze intercultural competence in Sino-German collaborations.


  last changed 22.12.2016
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