Abstract

Title: Services Marketing in a Cross-Cultural Environment: Elekta in Germany

Level: Master Thesis in Business Administration

Author: Katrina Dietrich & Giorgos Angelakis

Supervisor: Maria Fregidou-Malama

Examiner: Akmal Hyder

Date: 2014-January

Aim: This study aims to examine how culture, trust, network and standardization/adaption are applied within the Service Marketing of Elekta in Germany and if they overcome the characteristics of Services within a culturally different environment.

Method: The research uses qualitative data, applies a single case study, questionnaires and semi-structured interviews to collect primary data.

Result & Conclusions: The applied model shows that Elekta uses a balance between adaptation and standardization as well as applies trust and network under awareness and use of the German culture. These factors are used in combination and are influencing each other in order to create a homogeneous and tangible service.

Suggestions for future research: The case study indicates that one company is subject of the study in one country, hence generalization cannot be achieved. Therefore future research of other countries and other service industries can extend this research.

Contribution of the thesis: This research stresses the importance of culture, adaptation/ standardisation and trust and networks in cross-cultural services marketing of Elekta. It shows how heterogeneity and intangibility are influenced by the variable trust, network, adaptation/ standardization and culture.