Flexibility and Backlog: Cross-National Communication for Medium-Sized Companies (Flexibilitaet und Nachholbedarf: Laenderuebergreifende Kommunikation im Mittelstand)

Abstract

Globalisation concerns medium-sized businesses more and more. This poses a great challenge with respect to communication. Who communicates with whom, and in what language? Which methods of communication are efficient? How can local influences be taken into account, without straying from the overall business strategy? Too often, KMUs act reservedly or reactively, lacking the insight that strategic deployment of communication is necessary. Investigations show that there are examples where companies go in the right direction. This article focuses on international public relations for KMUs.

Note: In German language only.

Note: Downloadable document is in German.

Keywords: PR, globalisation, communication

JEL Classification: M10, M30