Business is increasingly affected by the impacts of globalization. The technological progress, as well as monetary systems have made prices comparable beyond borders. If German companies want to withstand the global competition, they have to develop sustainable internationalization strategies. Since the risks of entering into a strategic alliance are comparatively low in contrast to other internationalization options, this topic has gained in importance. But a sound preparation is inevitable in order to succeed. While technological and economical risks of alliances can be reduced easily by a solid preparation, the social risks are highly dependent on the individuals involved and thus hard to prevent. Especially in international strategic alliances including the additional complexity of different national cultures, social problems can be of high importance. German companies which prefer to enter into foreign markets should carefully get acquainted with the foreign country's cultural norms and values. Up to today, many approaches have been made to define culture and various studies have been performed driven by the desire to understand and provide explanations for cultural differences. The results of those studies can be used to evaluate the impacts of a national culture and its specifics on strategic alliances. Yet, a theoretical study of a foreign culture cannot replace practical experiences. However, it can provide a starting point which helps to understand and accept the behavior of a foreign culture. Research results provide a good foundation for the identification of basic assumptions which underlie a foreign national culture. The general framework of another culture can be investigated, understood, and even be learned to a certain extent. Nevertheless, nothing can substitute personal experiences with another culture and its specific beliefs and values. Due to the enormous population, especially in China and India, broadly diversified cultural norms and values according to cultural subcategories can be presumed. As the volume of international trade is likely to further grow, German companies will be faced with internationalization strategies also in the future. If they want to gain a sustainable competitive advantage while going international, German companies will continuously be forced to deal with cultural matters. A broadly diversified workforce will contribute to this understanding and hence to the international success. Nevertheless, the cultural values and beliefs of a nation cannot be completely generalized. Rather, geographical differences and other cultural subcategories have to be borne in mind. Some studies about cultural differences have already included such approaches to regional or religious differences, but further research is necessary in this field. Yet, social risks in international strategic alliances which are related to the individuals involved can never be excluded altogether.

Auteur
Daniela Heidtmann, born 1979 in Mülheim, developed interest in cross-cultural topics during a high school year in the United States. After finishing school and receiving her university-entrance diploma, she completed an extra-occupational Bachelor degree at the Hogeschool Zeeland in 2002. During her professional experience in a global enterprise, her interest in different national cultures intensified. In 2008, she earned her MBA degree from the FOM Essen and has been working in international license projects since then.