What is a Culturally Customized web site? A web site that reflects complete “immersion” in the culture of the target market. A web site that addresses three levels of cultural adaptation: perception, symbolism, and behavior. A web site that that goes beyond simple translation, and cosmetic adaptation when targeting different countries and/or cultures. In short, Cultural Customization begins where basic “localization” ends.

A web site that reflects complete “immersion” in the culture of the target market.

A web site that addresses three levels of cultural adaptation: perception, symbolism, and behavior.

A web site that that goes beyond simple translation, and cosmetic adaptation when targeting different countries and/or cultures.

In short, Cultural Customization begins where basic “localization” ends.

Why Culturally Customize Web Sites? Our research as well as recent studies by other researchers (all discussed in the book) reveal that cultural customization leads to : Higher web site usability, accessibility, and interactivity. A more favorable attitude toward the site. A state of “flow” and browsing comfort. Increased purchase intentions on the site.

Our research as well as recent studies by other researchers (all discussed in the book) reveal that cultural customization leads to :

Higher web site usability, accessibility, and interactivity.

A more favorable attitude toward the site.

A state of “flow” and browsing comfort.

Increased purchase intentions on the site.

Types of Web Site Customization Standardized Web Sites A single site serves all customer segments (domestic and international) Semi-Localized Web Sites A single site serves all customers; however, contact information about foreign subsidiaries available for international customers. Localized Web Sites Country-specific web sites with language translation for international customers, wherever relevant. Highly-Localized Web Sites Country-specific web sites with language translation; they also include other localization efforts in terms of time, date, zip code, currency formats, etc. Culturally Customized Web Sites Web sites reflecting complete “immersion” in the culture of target customer segments; as such, targeting a particular country may mean providing multiple web sites for that country depending on the dominant cultures present.

Standardized Web Sites

A single site serves all customer segments (domestic and international)

Semi-Localized Web Sites

A single site serves all customers; however, contact information about foreign subsidiaries available for international customers.

Localized Web Sites

Country-specific web sites with language translation for international customers, wherever relevant.

Highly-Localized Web Sites

Country-specific web sites with language translation; they also include other localization efforts in terms of time, date, zip code, currency formats, etc.

Culturally Customized Web Sites

Web sites reflecting complete “immersion” in the culture of target customer segments; as such, targeting a particular country may mean providing multiple web sites for that country depending on the dominant cultures present.

Web Sites of US Multinationals: A Survey of Web Customization Survey based on a sample of 307 US multinationals in Forbes 900 ( see book for details of this study). S: Standard Web Sites (7.49%) SL: Semi-Localized Web Sites (28.66%) L: Localized Web Sites (35.17%) HL: Highly Localized Web Sites (28.66%) CC: Culturally Customized Web Sites (0%) The following slides offer examples of each of the above types of customization.

Standardized Web Site A single site serves all customer segments (domestic and international). There is no effort made to reach out to international consumers in terms of any customization . Example: Tyco International boasts of being a truly international company with business in over 100 countries. It offers a single standardized web site in one language (English) for all its customers

Semi-Localized Web Site A single site serves all customers; however, contact information about foreign subsidiaries available for international customers. Little else is offered to address the needs of international customers. Example: Gap Inc . is one of the world’s largest retailers and has over 4100 stores in 3000 locations in the U.S., U.K., Canada, France, Japan, and Germany. It has one central US web site for all its US and international customers.

Localized Web Site Country-specific web sites with language translation for international customers, wherever relevant. Example: Dell Inc.’s web site provides country-specific web pages along with translation into the relevant language, wherever necessary . Dell (Italy) Dell (UK) Dell (Sweden)

Highly Localized Web Site Country-specific web sites with language translation; they also include other localization efforts in terms of time, date, zip code, currency formats, etc. Example: Amazon.com offers unique web sites for Japan (Amazon.jp), Germany (Amazon.de), Canada (Amazon.ca), United Kingdom (Amazon.co.uk), and France (Amazon.fr)

Culturally Customized Web Site Web sites reflecting complete “immersion” in the culture of target customer segments Our book offers 36 web features that are the basis for cultural customization. These features are theoretically sound, and empirically validated through a rigorous research process, including literature review, web site content analysis, inter-coder ratings, and experiments. These web features can be used to customize web sites for over 50 countries and specific cultures across the world. We use the 5 widely accepted cultural dimensions (based on the established work of well known scholars, Hofstede and Hall) that explain cultural diversity in the world: Individualism-Collectivism Uncertainty Avoidance Power Distance Masculinity-Femininity High and Low Context

Our book offers 36 web features that are the basis for cultural customization.

These features are theoretically sound, and empirically validated through a rigorous research process, including literature review, web site content analysis, inter-coder ratings, and experiments.

These web features can be used to customize web sites for over 50 countries and specific cultures across the world.

We use the 5 widely accepted cultural dimensions (based on the established work of well known scholars, Hofstede and Hall) that explain cultural diversity in the world:

Individualism-Collectivism

Uncertainty Avoidance

Power Distance

Masculinity-Femininity

High and Low Context

Culturally Customized Web Site (contd.) Each country or group can be measured on the 5 dimensions: The book provides scores for each country on the 5 dimensions (from the research of Hofstede and Hall), and provides a listing of 36 specific web features that are the basis for cultural customization of specific countries/and or cultures.

Each country or group can be measured on the 5 dimensions:

The book provides scores for each country on the 5 dimensions (from the research of Hofstede and Hall), and provides a listing of 36 specific web features that are the basis for cultural customization of specific countries/and or cultures.

The Culturally Customized Web Site Besides the tools to culturally customize web sites, the book also provides case studies, illustrations, web site examples, empirical data, research and anecdotes.

Besides the tools to culturally customize web sites, the book also provides case studies, illustrations, web site examples, empirical data, research and anecdotes.