Conducting Business in Germany

Subject: Business
Type: Proposal Essay
Pages: 3
Word count: 717
Topics: International Business, Business Plan, Government

Socio-cultural dimension of Germany

Germany is very populous with a population that is educated with cosmopolitan and modern views. The country experiences fair plurality in lifestyle and diversity of cultures. However, it experiences demographic challenges like depleting incomes due to economic crisis, aging population and immigration issues (Tatlock & Erlin, 2005). The country’s middle class believes in power equality. All societal sections experience good communication even the workplaces. Workplaces practice two way communication during meetings which encourages participation.

The Germany society is made up of individualists. Nuclear families are most prominent and people majorly focus on immediate family members only. Individual goals have to be handled with care as they may conflict with organization goals. Due to that reason, people practice direct communication of individual views. Germans are quite competitive. They learn the attribute right from school where they learn to win in every field. That is the reason way Germans are workaholic and do not really care about balancing their work-life. Senior managers stay assertive while commanding authority when making strategic decisions. 

The country is known to be one of uncertainty avoidance as decisions are handled in an objective manner. Expert practice is employed in taking and making decisions in order to avoid uncertainty (Pym, 2006). For that reason, the person with the most expertise is given the power to take decisions. The country holds on to its traditions dearly but is also dynamic enough to keep up with changing trends. The country has short term orientation and is more concerned quick results that remit immediate profits. As a result, her people do not take risks that involve long term gains. 

Germany has a unique business culture. Engineers and managers are considered to technical proficiency and good academics than lawyers and accountants; hence highly appreciated. Hierarchy is vested in the organizations and top level senior managers have more power. Roles and responsibilities of the employees are clearly defined as well as the processes of the business. The result could be individualism among professionals. There is minimal socializing at the workplace and teamwork is more of a group of professionals working to a specific leader with a recognizable goal to achieve (Pym, 2006). The Germans put facts before emotions thus behave in an objective manner. Their communication style is direct communication.

The country enjoys strong infrastructural facilities that facilitate the growth of any business. Its telecommunications system is very advanced with a deeply penetrating broadcasting media. 90% of homes are cable TV enabled which facilitate marketing and business promotions. Animal foods and fats/oils are consumed more than plant foods apart from adolescent girls who consume more plant foods.  People of the same sex and age as well have similar food preferences. 

Conducting business in Germany

After understanding the socio-cultural dimension of the country, it is important to come up with a strategy of recommendations that will enable one to successfully conduct business in the country. Below are some of the recommendations:

  1. Understanding the behavior of consumers. For instance, shopping markets in Germany are closed in the evening and on Sundays so one should be aware of that when setting up the business (Moran & Stripp, 1991). Also, Germans prefer to shop alone unaided so there will be no need of store assistants. Germans as well shop more on food than electronics and clothes. 
  2. Integration with local distributors. Local market knowledge and proper communication will enable one to solve issues of supply chain management.
  3. Organizational structure. It is essential to have employees who understand the German language and culture which will facilitate efficient communication with the consumers. 
  4. Understand and comply with the legal systems (Moran & Stripp, 1991). It is vital to know the local laws of retail markets and comply by them. 


Understanding the local needs of the people is the first step towards a successful business venture. Organizational culture and organizational structure ought to rhyme with the country’s standards. A tiny mistake can ruin a great opportunity for the business. Proper research and consultation should therefore be conducted before conducting business in a foreign country.

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Did you like this sample?
  1. Moran, R., & Stripp, W. (1991). Dynamics of succesful international business negotiations. Houstan: Gulf.
  2. Pym, A. (2006). Sociocultural aspects of translating and interpreting. Amsterdam: Benjamins.
  3. Tatlock, L., & Erlin, M. (2005). German Culture in Nineteenth-Century America. Rochester: Boydell & Brewer.
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