Language and business [Elektronische Ressource] : international communication strategies in Saxon small and medium-sized companies / vorgelegt von Sylva-Michèle Sternkopf

1 LANGUAGE AND BUSINESS - International Communication Strategies in Saxon Small and Medium-Sized Companies DISSERTATION zur Erlangung des akademischen Grades Doctor philosophiae (Dr.phil.) vorgelegt der Philosophischen Fakultät der Technischen Universität Chemnitz von Sylva-Michèle Sternkopf geboren am 29.01.1974 in Zschopau Betreuer: Prof. Dr. Josef Schmied Chemnitz, am 10.05.2004 2Table of Contents 1. Scope and Objectives 9 1.1. Objectives of this thesis 9 1.2. Methodology 11 1.3. Structure of this thesis 13 PART I – DISCOURSE ANALYSIS OF MARKETING COMMUNICATIONS 15 2. Profile of participating companies 16 2.1. "Mittelstand" in Germany 2.2. The selection of the sample 17 2.2.1. The region of South West Saxony 17 2.2.2. The selection process 18 2.2.3. Definition by sector 20 2.2.4. Definitiby size 21 2.2.5. Definition by year of foundation 22 2.2.6. Definition by headquarter 22 2.2.7. Definitiby export activities 2.2.7.1. Internationalisation process 22 2.2.7.2. Export rates 23 2.2.7.3. Development ofexport rates 24 2.2.7.4. Export and import countries 25 2.2.7.4.1. Export countries 25 2.2.7.4.2. Import countries 27 3. Globalisation and Marketing Strategies 28 3.1. Benefits and threats of a globalising economy 28 3.2. The marketing mix as the foundation of global marketing 30 3.2.1.