De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk

Terug naar zoekresultatenDeel deze publicatie

Communicating reputation to the Belgian, German and Dutch microbiology markets

Rechten: Alle rechten voorbehouden

Communicating reputation to the Belgian, German and Dutch microbiology markets

Rechten: Alle rechten voorbehouden

Samenvatting

This research and advisory report presents research results and recommendations, advising Biosisto
how to communicate its corporate reputation to international clients, to contribute to an
international corporate communication strategy, specifically targeting German and Belgian markets.
Having established a considerable customer base in the Netherlands Biosisto is attempting to enter
German and Belgian markets. To communicate Biosisto’s reputation to potential customers in
targeted countries, research sought to establish which organisational values and attributes are
perceived as favourable by existing customers, comparing this data to what potential German and
Belgian customers state to find important, and how they prefer to be approached by new reference
material providers. Research was focused on three areas, namely: Corporate Communication and
Reputation, International Communication, and Direction of Communication. Quantitative and
qualitative Data has been gathered through the distribution of surveys among existing and potential
customers, and the collection of data through in‐depth, semi‐structured interviews with members of
the targeted markets. Overall, research has established that Biosisto is known to existing customers
for the high quality and reliability of its products, and its customer focused approach. Similarly, data
from both Belgium and Germany suggests that high quality and reliability are most important to
these markets. Customer focus is important to the Belgian market; less so to the German market.
Despite the German market’s low need for customer focus, a partner‐oriented relationship with
reference material providers is preferred. The same can be said of existing and potential customer in
Belgium and the Netherlands. The Belgian and German microbiology markets attribute little to no
importance to innovation: a consequence of high levels of uncertainty avoidance in both countries.
The Dutch market shows a heightened need for innovation in comparison. Long‐term orientation is
prominent across Biosisto’s existing customer base and targeted markets, implying that (potential
customers) prefer present‐ and future‐oriented corporate communications.

Toon meer
OrganisatieHanzehogeschool Groningen
OpleidingInternational Communication
AfdelingInstituut voor Communicatie & Media [tot 20 oktober 2017]
Instituut voor Communicatie, Media & IT [vanaf 20 oktober 2017 - ...]
Jaar2016
TypeBachelor
TaalEngels

Op de HBO Kennisbank vind je publicaties van 26 hogescholen

De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk