Paper Summary:

This paper explains that high value and low volume is the key to overcoming German pessimism and conservative consumerism. The writer argues that because of its relative political stability, and great economic wealth, Germany remains one of the most desirable countries for investment and market entry, in all of Europe. The paper briefly looks at best possible marketing strategies to enter the German economy.

From the Paper:

"This cultural conflict between German and American marketing attitudes, unfortunately, also means that joint ventures, strategic alliances, and other mergers between companies of German and American extraction, often do not bear fruit, even when a German positioning strategy is undertaken. A more aggressive merger with an existing German company seems to be the best strategy. (Invest in Germany, Sept 2004) This allows the American or German corporate culture to remain intact and seamless, rather than divided between the two countries, for the company to make use of strategies such as reputable branding to attract the conservative German consumer, and to dominate the market with the low volume/high value strategy. (Austrade, 2004)."

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