International business and national cuisines
In this project eating and drinking habits were investigated as one of the most stable characteristics of a country. With an existing eating and drinking culture existing national stereotypes are evoked and projected vice versa on food and drink. In a pilot study the image of countries of the Latin cultural area and their cuisines in Russia and Bulgaria were investigated. Knowledge of existing stereotypes and the use of images of an ethnically “foreign” cuisine can be of decisive advantage in business success in very different business contexts.
Contact: Dr. Edgar Hoffmann