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Cultural Adaptation on the Web: A Study of American Companies' Domestic and Chinese Websites

Cultural Adaptation on the Web: A Study of American Companies' Domestic and Chinese Websites

Nitish Singh, Hongxin Zhao, Xiaorui Hu
Copyright: © 2005 |Pages: 18
ISBN13: 9781591404682|ISBN10: 1591404681|ISBN13 Softcover: 9781591404699|EISBN13: 9781591404705
DOI: 10.4018/978-1-59140-468-2.ch012
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MLA

Singh, Nitish, et al. "Cultural Adaptation on the Web: A Study of American Companies' Domestic and Chinese Websites." Advanced Topics in Global Information Management, Volume 4, edited by M. Gordon Hunter and Felix B. Tan, IGI Global, 2005, pp. 203-220. https://doi.org/10.4018/978-1-59140-468-2.ch012

APA

Singh, N., Zhao, H., & Hu, X. (2005). Cultural Adaptation on the Web: A Study of American Companies' Domestic and Chinese Websites. In M. Hunter & F. Tan (Eds.), Advanced Topics in Global Information Management, Volume 4 (pp. 203-220). IGI Global. https://doi.org/10.4018/978-1-59140-468-2.ch012

Chicago

Singh, Nitish, Hongxin Zhao, and Xiaorui Hu. "Cultural Adaptation on the Web: A Study of American Companies' Domestic and Chinese Websites." In Advanced Topics in Global Information Management, Volume 4, edited by M. Gordon Hunter and Felix B. Tan, 203-220. Hershey, PA: IGI Global, 2005. https://doi.org/10.4018/978-1-59140-468-2.ch012

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Abstract

In the academic literature and the business press, there seems to be a lack of guidance and lack of cross-cultural models to support companies localization strategies on the Web. To address this deficit in literature and to provide marketers and Web designers with insights into website localization, this paper conducted a comparative analysis of the U.S. based international companies’ domestic websites and their Chinese websites. A framework to measure cultural adaptation on the Web is presented. Forty U.S.-based Fortune 500 companies are surveyed to investigate the cultural adaptation of their Chinese websites. Content analysis of the 80 U.S. domestic and Chinese websites reveals that the web is not a culturally neutral medium, but it is full of cultural markers that give country-specific websites a look and feel unique to the local culture.

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