Danish IT communication efforts in America and implications for public relations

This thesis examines the cultural and market differences that exist between Denmark and the United States to determine how these differences may affect the communication efforts of Danish IT companies operating in the United States and what kinds of implications these results may have for the prospective public relations efforts of Danish IT companies. The results indicate that there are notable cultural and market differences between Denmark and the United States that can affect the communication efforts of Danish IT companies in America.; The research indicates the Danish rhetorical style in persuasive appeals must be more assertive than such appeals typically are in Denmark, and prospective public relations efforts will be more grounded in interpersonal communication versus mass communication. The research also suggests that Danish IT companies' current communication efforts may not be sufficient to resolve some of the communication challenges these companies are facing on the American market, and that public relations may be better suited for dealing with these challenges.