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Seminar paper from the year 2010 in the subject Communications - Intercultural Communication, grade: 1,0, Edinburgh Napier University, course: Intercultural Business Communication, language: English, abstract: The purpose of this report is to display the major points in the scientific dialogue between Geert Hofstede and Brendan McSweeney, with the regard on their contribution towards the topic of cultural heterogeneity. The second chapter will explain Hofstede's main findings -the five cultural dimensions- and relate them to both, examples in a rather private environment and towards the...

Studienarbeit aus dem Jahr 2011 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,0, Veranstaltung: Strategic Brand Management, Sprache: Deutsch, Abstract: This paper conveys the branding process of a food delivery service based in the city of Barcelona; named Barcelona Eats (BE). Core of the business is being the link between restaurants who did not have a delivery service before and hungry customers, who can place their order on BEʼs website. The first chapter provides a detailed business description and analyses the competitive...

Master's Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Edinburgh Napier University, language: English, abstract: The main purpose of this dissertation is to investigate how Public Relations are currently used as a communication tool within the UK budget airline industry, and how the student segment in the UK corresponds to these measures. To gain a holistic understanding of the topic, facts on the UK air transport market are introduced briefly, with a special regard to the two leading budget...

The main purpose of this study is to investigate how Public Relations are currently used as a communication tool within the UK budget airline industry, and how the student segment in the UK corresponds to these measures. To gain a holistic understanding of the topic, facts on the UK air transport market are introduced briefly, with a special regard to the two leading budget airlines, Ryanair and EasyJet. Furthermore, the importance of PR for the airline industry is assessed by the conducted field research.