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The Culturally Customized Web Site PDF

177 Pages·2011·10.124 MB·English
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FM.qxd 01/15/05 11:07 PM Page i THE CULTURALLY CUSTOMIZED WEB SITE Customizing Web Sites for the Global Marketplace FM.qxd 01/15/05 11:07 PM Page ii FM.qxd 01/15/05 11:07 PM Page iii THE CULTURALLY CUSTOMIZED WEB SITE Customizing Web Sites for the Global Marketplace Nitish Singh,Ph.D. California State University,Chico Arun Pereira,Ph.D. Saint Louis University FM.qxd 01/15/05 11:07 PM Page iv Elsevier Butterworth–Heinemann 30 Corporate Drive,Suite 400,Burlington,MA 01803,USA Linacre House,Jordan Hill,Oxford OX2 8DP,UK Copyright © 2005,Elsevier Inc.All rights reserved. No part ofthis publication may be reproduced,stored in a retrieval system,or transmitted in any form or by any means,electronic,mechanical,photocopying,recording,or otherwise,without the prior written permission ofthe publisher. Permissions may be sought directly from Elsevier’s Science & Technology Rights Department inOxford,UK:phone:(+44) 1865 843830,fax:(+44) 1865 853333,e-mail:permissions@ elsevier.com.uk.You may also complete your request on-line via the Elsevier homepage (http://elsevier.com),by selecting “Customer Support”and then “Obtaining Permissions.” Recognizing the importance ofpreserving what has been written,Elsevier prints its books on acid-free paper whenever possible. Library ofCongress Cataloging-in-Publication Data On file at Library ofCongress British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library. ISBN:0-7506-7849-6 For information on all Elsevier Butterworth–Heinemann publications visit our Web site at www.books.elsevier.com 05 06 07 08 09 10 10 9 8 7 6 5 4 3 2 1 Printed in the United States ofAmerica FM.qxd 01/15/05 11:07 PM Page v For adoptive families the world over,in appreciation; for Kavita and Meera,with love. -AP FM.qxd 01/15/05 11:07 PM Page vi FM.qxd 01/15/05 11:07 PM Page vii CONTENTS Preface ix Foreword xi 1. Culture: The New Imperative in Web Design 1 2. The Rationale for Cultural Customization 23 3. A Cultural Values Framework for Web Design 53 4. Cultural Customization: Individualism-Collectivism 71 5. Cultural Customization: Uncertainty Avoidance 93 vii FM.qxd 01/15/05 11:07 PM Page viii viii CONTENTS 6. Cultural Customization: Power Distance 111 7. Cultural Customization: Masculinity-Femininity 125 8. Cultural Customization: High-Low Context 139 9. Cultural Customization: The Future is Here 151 Index 161 FM.qxd 01/15/05 11:07 PM Page ix PREFACE This book is the result of over four years of research on various aspects of e-commerce, culture, and online consumer behavior. The Internet, with its unparalleled access to global customers and the potential for highly- customized marketing,has brought with it both promise and peril for inter- national marketers. The promise of being “born global” with access to far-flung customers at unprecedented low costs must be tempered with the need for extraordinary business savvy to effectively confront the complexity of international competition and pressure on profit margins.How a global marketer manages the access to a vast,multicultural customer base,and han- dles other competitors vying for these customers will determine if it succeeds in the marketplace. A key issue in the quest for global success through the Internet is the ability to design a web site that draws targeted customers, generates the desired behavior (be it a purchase or otherwise), builds trust and loyalty with these customers,and is invulnerable to competitive marketing actions. The process for this will obviously vary,depending on the needs of the tar- geted customers—and customers in the global marketplace are of every cul- tural stripe possible,making for a multicultural sea of differing tastes and needs. In this context, where does one start to design web sites that are ix

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