Chan Ping-Kong, Lo Yee-Wah, Eva, Chen Chien-Yeh. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaves 52-54). / ABSTRACT --- p.ii / TABLE OF CONTENT --- p.iii / LIST OF TABLES --- p.iii / Hong Kong Economic Indicators --- p.Table2-1 / Taiwan Economic Indicators --- p.Table2-2 / Population in Major Cities in China --- p.Table2-3 / "Retail Sales Growth in Shanghai, Guangdong & Fujian" --- p.Table2-4 / China/ Shanghai Economic Indicators --- p.Table2-5 / Methodology Flowchart --- p.Table4-1 / Chapter / Chapter I --- INTRODUCTION --- p.1 / Chapter 1.1 --- The concept of Greater China and its significance --- p.1 / Chapter 1.2 --- Greater China Regional Strategy of MNCs --- p.2 / Chapter 1.3 --- The Cultural Challenge --- p.2 / Chapter 1.4 --- Culture and Management --- p.3 / Chapter 1.4.1 --- Corporate Culture --- p.3 / Chapter 1.4.2 --- Corporate Culture and Managerial Value --- p.3 / Chapter II --- COUNTRY BACKGROUND --- p.5 / Chapter 2.1 --- Hong Kong --- p.5 / Chapter 2.2 --- Taiwan/Taipei --- p.6 / Chapter 2.3 --- China/Shanghai --- p.7 / Chapter III --- COMPANY BACKGROUND AND MANAGEMENT STYLE …… --- p.9 / Chapter 3.1 --- Johnson & Johnson Corporation --- p.9 / Chapter 3.1.1 --- J&J (H.K.) Ltd.- Consumer Products Division --- p.10 / Chapter 3.1.2. --- J&J( Taiwan) Ltd --- p.11 / Chapter 3.1.3 --- Shanghai J&J Corporation --- p.12 / Chapter 3.2 --- Unilever --- p.13 / Chapter 3.2.1 --- Unilever Hong Kong --- p.14 / Chapter 3.2.2. --- FUIC/ Unilever Taiwan --- p.15 / Chapter 3.2.3 --- Unilever China --- p.15 / Chapter 3.3 --- Janssen Pharmaceuticals Ltd --- p.16 / Chapter 3.3.1 --- Janssen Hong Kong --- p.17 / Chapter 3.3.2 --- Janssen Taiwan --- p.18 / Chapter 3.3.3 --- Janssen Xian --- p.18 / Chapter IV --- METHODOLOGY --- p.20 / Chapter 4.1 --- Design and Approach --- p.20 / Chapter 4.2 --- Procedure and Method --- p.21 / Chapter V --- ANALYSIS --- p.23 / Chapter 5.1 --- Model of Analysis --- p.23 / Chapter 5.2 --- Independent Variables Analysis --- p.24 / Chapter 5.2.1 --- National Culture Analysis --- p.24 / Chapter 5.2.2 --- Development Stage Analysis --- p.26 / Chapter 5.2.3 --- Corporate Culture Analysis --- p.27 / Chapter 5.3 --- Definition of Dependent Variables --- p.31 / Chapter VI --- RESULTS AND DISCUSSION --- p.33 / Chapter 6.1 --- Results Format --- p.33 / Chapter 6.2 --- Results Grouped by Country --- p.34 / Chapter 6.3 --- Patterns of Independent Variables --- p.34 / Chapter 6.3.1 --- National Culture --- p.35 / Chapter 6.3.2 --- Corporate Culture --- p.35 / Chapter 6.3.3 --- Development Stage --- p.35 / Chapter 6.4 --- Relationship of Independent Variables and Dependent Variables --- p.35 / Chapter VII --- CONCLUSION AND RECOMMENDATIONS --- p.38 / Chapter 7.1 --- Leadership Quality --- p.38 / Chapter 7.2 --- Organisational Structure --- p.39 / Chapter 7.2.1 --- Senior Level --- p.39 / Chapter 7.2.2 --- Middle and Junior Level --- p.40 / Chapter VIII --- APPENDIX --- p.41 / Chapter 8.1 --- Summary of Analysis of Presence and Nature of Dependent Variables among Respondents --- p.41 / Chapter 8.2 --- Questionnaires --- p.45 / Chapter IX --- BIBLIOGRAPHY --- p.52 / Chapter X --- ATTACHMENT --- p.55 / Chapter 10.1 --- Contact report of the interviews --- p.55

Africa is seen as the last investment frontier and according to literature will have a GDP of $1.5 trillion by the year 2016 and a population that is double the size of Europe. The rapid expansion of infrastructure and construction in African countries, such as Mozambique and Zambia has increased the demand for commercial vehicles. This has sparked unparalleled marketing opportunities for automotive manufacturers and the continent is fast attracting major players in this sector. The international marketing literature still lacks detailed studies and research into the marketing deliberations and trades in Africa. Therefore, according literature a greater representation of African culture within the international marketing literature would provide relevance and richness in the global market place and offer greater insight to organisations who are seeking to invest and expand their businesses in Africa. The management issue here is to comprehend the diversity and vastness of this region and putting together all spheres to ensure growth and creating brand loyalty. The key challenge here is for management to be able to grasp and understand not only the various cultures but also the way of doing business in such a vastly different region. It is therefore imperative for Ford Motor Company to fully understand these factors so as to take full advantage associated with entering a market early which is commonly referred as first-mover-advantage. A case in point is when General Motors entered the Chinese automotive industry in 1997 when the Chinese market was relatively small. General Motors’ enthusiasm and commitment back in 1997 was driven by a belief that China would ultimately become an economic powerhouse and emerge as one of the world’s largest automotive markets. By the year 2010 China was one of the world’s biggest automotive markets and General Motors was a dominant force in this market. Africa has all the key elements for the growth and development of a robust automotive market. By studying past experiences and outcomes from empirical studies on international marketing with emphasis on the automotive industry, it will be possible to draw lessons and experience about the potential growth of the automotive sector on the African continent. This study will also be of great significance to other automotive manufacturers and suppliers looking to expand their business and market share across Africa due to the increase of the middle class. Therefore creative strategies and thinking of how to circumvent challenges in the African cultural environment, creativity in managing bureaucracy and due diligence about business and investment opportunities will uncover unprecedented volumes of profitable business that lies untapped on the African continent. Data from the quantitative study suggest that culture, political environment, country-of-origin, competition and country infrastructure in Nigeria, are essential factors to the development of a successful international marketing strategy for Ford South Africa. This study therefore concludes that Ford Motor Company of South Africa can utilize this framework in order to gain greater market share and ultimately success in Nigeria. Recommendations were also made for future research studies that can contribute to the international marketing literature with emphasis on the African market.

The globalisation of economies and trade growth have made it necessary for international companies to communicate with consumers of different languages and cultures, since a major objective is to sell a standardised product to consumers with linguistic and cultural backgrounds which are different from those to which the manufacturers are accustomed. Once brought to a foreign country, the sales of a product must be promoted by way of advertising. To begin with, the method of advertising depends on the kind of product to be marketed. In addition, persuasive texts, which are characteristic of the language of advertising, not only employ particular pragmatic strategies, but are based on the values and cultural traditions of the relevant society. In different cultures different signs, symbols, names and customs will be used in different situations. In the case of the translation or localisation of advertisements, a translator must be very sensitive to the loss and gain of cultural elements. These could include objects, historical references, customs and habits that are unique to the source culture and not present in the target culture. The main focus of the research is on the culture-specific elements in advertising texts and their depiction in translation. This treatise investigates certain aspects of translation theory (such as theories of equivalence, Skopos theory and other similar theories) to form a basis for conducting this study and then adapts them to the process of translation. In addition, two main opposite techniques known as standardisation or localisation of the advertising message are discussed. The number of source texts (original) and target texts (localised) are examined closely to reveal any misrepresentations and to identify the method of translation applicable in each case.

The purpose of this project was to examine the similarities and differences in magazine advertisements directed to women in China and Taiwan. Through content analysis of advertisments in these two countries, the researcher identified how women were portrayed and the social values or lifestyle attributed to them of each society.