In these times of rapid increase of internet usage, the question
arises for multinational companies (MNCs) whether to standardise or
adapt their internet presence to different cultural groupings or
even subcultures. The authors attempted to address this problem
with an approach relatively new up to now. Global players have
already realised their opportunities to add value to their company
by setting up a high quality internet performance and a properly
designed website. This raises the question whether these companies
could use their basic home country website for all cultures or if
any adaptation should be conducted. If so, it has to be determined
on the one hand to what degree an adaptation still aligns with the
corporate identity or on the other hand if the companies should
rather respect the culture of the respective market they are
operating in. The overall target of this research is therefore to
assist MNCs by producing recommendations concerning the promotion
of products and services for a particular transnational consumer
group. Therefore, country-specific websites of companies rooted in
different cultural origins are selected for this research, namely
EgyptAir, Mercedes-Benz and SonyEricsson. This publication targets
at companies seeking to develop a foreign market in particular the
Arab cultural area. Moreover, it is aimed to create an awareness
for differences in consumer behaviour and in the resulting
opportunities global companies are faced with.
General
| Imprint: |
VDM Verlag Dr. Mueller E.K.
|
| Country of origin: |
Germany |
| Release date: |
May 2007 |
| First published: |
May 2007 |
| Authors: |
Verena Wiedmaier
• Britt Soeder
|
| Dimensions: |
244 x 170 x 11mm (L x W x T) |
| Format: |
Paperback - Trade
|
| Pages: |
196 |
| ISBN-13: |
978-3-8364-1236-0 |
| Categories: |
Books >
Computing & IT >
Internet >
General
|
| LSN: |
3-8364-1236-5 |
| Barcode: |
9783836412360 |
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