{"id":1750,"date":"2023-01-31T10:59:57","date_gmt":"2023-01-31T09:59:57","guid":{"rendered":"http:\/\/stelb2m.com\/de\/?p=1750"},"modified":"2023-03-27T13:54:18","modified_gmt":"2023-03-27T11:54:18","slug":"unternhemenskommunikation-fue-multinationale-unternehmen","status":"publish","type":"post","link":"https:\/\/stelb2m.com\/de\/unternhemenskommunikation-fue-multinationale-unternehmen\/","title":{"rendered":"Think Global &#8211; Go Local"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1750\" class=\"elementor elementor-1750\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-18973d5 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"18973d5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5673cf2\" data-id=\"5673cf2\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-dbc61b1 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"dbc61b1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-90cabfd\" data-id=\"90cabfd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-294c163 elementor-widget elementor-widget-heading\" data-id=\"294c163\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.5 - 14-03-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Think global - Go local!<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-e2aac53\" data-id=\"e2aac53\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-37012c1 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"37012c1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a48a729\" data-id=\"a48a729\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ba211e4 elementor-widget elementor-widget-text-editor\" data-id=\"ba211e4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.5 - 14-03-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#818a91;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#818a91;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Globalisierung, Internet, weltweite Kommunikationsnetze \u2013 und was sagen wir? Das ist eine der h\u00e4ufigsten Fragen die sich uns stellt, wenn wir mit Verantwortlichen aus sogenannten multinationalen Unternehmen \u00fcber die globale Dimension ihrer Unternehmenskommunikation diskutieren. Dabei steckt die L\u00f6sung auch schon gleich in der Bezeichnung selbst: multinational.<\/p><p>F\u00fcr europ\u00e4ische Unternehmen, deren Integrationskapazit\u00e4t normalerweise stark hinter der Firmenkultur US-amerikanischer Firmen hinterherhinkt, hei\u00dft es sich den Nachteil zu Nutzen zu machen und das multinationale Element auch in der Kommunikation zu gebrauchen.<\/p><p>Die zentrale Kommunikation des Unternehmens sollte sich dabei auf lokale Agenturen st\u00fctzen, oder auf im lokalen Markt geschulte Mitarbeiter, um dadurch schwerwiegende Kommunikationsfehler zu vermeiden und den n\u00f6tigen Input f\u00fcr eine abgestufte internationale Kommunikation zu erhalten.<\/p><p>Selbstverst\u00e4ndlich klingt dies in der Theorie relativ einfach. Ich beauftrage im Land X eine Agentur, die adaptiert dann meine zentrale Kommunikation und bringt sie lokal an die Medien.<\/p><p>Aber vergessen wir dabei vielleicht nicht auch das so wichtige Issue-Management, die Arbeit internationaler Agenturen und die internationalen Analysten und Investoren, die eine Nachricht nicht gerne in f\u00fcnf verschiedenen Fassungen erhalten m\u00f6chten. hei\u00dfen, da\u00df man national nach Firmenstammsitz denkt, und dies dann als globale Ideen verkauft.<\/p><p>Think global \u2013 go local soll nicht hei\u00dfen, da\u00df man national nach Firmenstammsitz denkt, und dies dann als globale Ideen verkauft. Think global \u2013 go local bezieht sich auf senden und empfangen von Nachrichten, auf input und output.<\/p><p>Nur ein Unternehmen, dass vor Ort auch Augen und Ohren hat, kann sinnvoll kommunizieren und optimale Ergebnisse durch Presse- und Medienarbeit erzielen. Im Gegensatz zu amerikanischen Firmenkulturen, deren nationaler \u201ePlattmacher\u201d aus der gut verkauften nationalen Kultur, und deren Mischung stammt, haben europ\u00e4ische Firmen eine gr\u00f6\u00dfere nationale Identit\u00e4tenbreite und k\u00f6nnen so viel leichter auch als local player akzeptiert und verstanden werden.<\/p><p>Lokale Unterschiede in der Kommunikation zu ber\u00fccksichtigen hei\u00dft vor allem in die strategischen \u00dcberlegungen solche Kriterien einflie\u00dfen zu lassen. Eine enge Zusammenarbeit mit allen vor Ort arbeitenden Kommunikationspartnern ist daher unabdingbar.<\/p><p>Aus unserem Newsletter\u00a0 vom April 2005<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a95dc68 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"a95dc68\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9dedaf0\" data-id=\"9dedaf0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-53b85aa 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