Internationalisation and Country Image "Being German" in Western Australia

Abstract

Internationalisation strategies are influenced by the value and strategic importance of a global image and presence. A strong country image, like 'being German', contributes significantly to a product image. This paper considers the characteristics of the German national identity and the position of German business in the international environment. In addition, the paper considers the value of 'being German' and the link between German business and Australia, more specifically Western Australia. The paper reflects on data collected from German associated businesses in Western Australia by describing demographics and considering the active pursuit of, and reasons for, the German association.