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ABSTRACT
The broad goal of this study is to explore how the perennial debate on standardization and localization is being shaped on the Worldwide Web. More specifically, the study explores the depiction of cultural values on the web. With limited research investigating this issue, there is no consensus yet regarding whether multinationals depict local cultural values in their international web sites or design standardized sites for global audiences. In an attempt to broaden the empirical evidence from different cultural settings (Russia and Turkey) and to provide a regional perspective, we examined through both qualitative and quantitative analyses the international (Russian and Turkish) web sites of 115 multinationals from the US, Europe, and Asia-Pacific with respect to 37 cultural values in seven cultural dimensions. The results provided support for depiction of local cultural values; however, the multinationals utilize a multi-focus in their web communication strategies that include cultural (domestic and foreign) and marketing strategy elements.
Keywords: Standardization, localization, cultural depiction, the Web, international marketing communication strategy
1. Introduction
The debate over "standardization versus adaptation (or localization)" is at the very heart of international business research; Griffith, Cavusgil, and Xu [2008] identified these, inter alia, as emerging themes for international business research (p.1226-1227). This debate is further complicated when we extend it to analyze communications over a global medium like the World Wide Web. On the web, technology makes mass customization or adaptation possible, while forces of global integration [Sackmary and Scalia, 1998] justify the use of a standardized web marketing and communication strategy. Lim et al [2004] argued that cultural differences affect internet shopping behavior despite the global reach of the web. The broad goal of this study is to explore if international sites are adopting a standardized web style or is there any evidence of cultural adaption on these sites.
Standardization is commonly defined in the literature as a strategy wherein marketers assume global homogeneous markets and in response offer standardized products and services using a standardized marketing mix [Jain 1989; Mooij 1998]. The advocates of the standardization approach argue that as technology develops and is globally dispersed, cultural distance will be minimized, leading to convergence of national cultures into a homogenous global culture. However, research studies are showing that standardization as a strategy...