Intercultural Dynamics in the Mercedes-Benz Narrative: Perceptions vs reactions in business & commerce communication “Your perception of me is a reflection of you. My reaction to you is an awareness of me.”
DOI :
https://doi.org/10.34630/e-rei.vi13.6339Mots-clés :
Mercedes-Benz, Automotive Industry Branding, Cultural Iceberg analysis, Crosscultural Dynamics Perceptions and Reactions, Intercultural Communication Technologies, Global Business, Communication Strategy, Advertising Narratives, Digital Storytelling, Social Media ImpactRésumé
This essay dives into the intercultural dynamics within the global business landscape, focusing on Mercedes-Benz as "Subject A". The exploration goes beyond linguistic skills, emphasising the critical importance of grasping cultural codes, implicit norms, soft skills and crosscultural interactions. The article portrays multinational businesses as living beings, with MercedesBenz expressing a dynamic role that bests its identity as a product, building on the studies of Geert Hofstede and Edward T. Hall. The metaphorical lens captures the soul of the brand, shaping and mirroring global perceptions. The essay's approach includes an explanation of core concepts in intercultural communication, followed by case studies and critical reflections on Mercedes-Benz. The essay adopts a qualitative methodology, actively involving readers in delving into the complexities of intercultural dynamics. The guiding statement of the analysis is "your perception of me is a reflection of you; my reaction to you is an awareness of me". The narrative unfolds across multiple dimensions, exploring Mercedes-Benz's advertising tales as significant cultural artifacts that reflect and affect social beliefs. It examines the influence of social media platforms as arenas in which the brand interacts in a reciprocal dance of perceptions and reactions with its worldwide audience. The essay delves into the cultural iceberg, revealing the implicit values, feelings and traditions that define the collective lens through which the brand is viewed.
This essay adds insights to the shifting landscape of global commerce by scrutinising the interaction between Mercedes-Benz and its global audience. It takes readers on a journey where theory and practice collide, analysing cultural relations and their implications for businesses operating in an interconnected world.
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