Browsing by Author "Gress, Tobias"

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    On the nomological relations of culture and market orientation : the case of the German and South African automotive industries
    (2009) Gress, Tobias; Burgess, Steven Michael
    The current research examines the effects of cultural institutions on the relationships of market orientation and its theorized antecedents. Market orientation (MO) is one of the most prominent topics in scholarly marketing research.
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    South African Rooibos industry : opportunities and constraints with special reference to the German consumer market
    (2004) Gress, Tobias; Brice, Helen
    Over the last decade a South African product, namely Rooibos, has conquered the German consumer market. It initially started as a small trend amongst health conscious people, developing into a staple product, to being difficult nowadays to imaging Rooibos not being available for sale. As Rooibos gained popularity on the extremely competitive German food market, marketing strategies had to change accordingly. To reach the mass market, it was necessary to market Rooibos at the discounters and supermarkets, important for the German grocery industry. Advertising also played an important role as through TV and pring media many consumers can be approached and therefore product awareness increased.