Culturally compatible websites: Applying Trompenaars dimensions to web designBond Business School Publications
Date of this Version12-3-2008
Document TypeConference Paper
AbstractRising e-commerce volumes the world over provide unprecedented opportunities to global marketers for expanding their markets using the Internet. The Web has now made it possible to reach an audience of hundreds of millions of people at one point in time. However, significant culture-driven differences exist in the way audiences across the world will process site cues and react to websites. This paper reviews existing literature on culture and website design and goes on to discuss the impact of culture on web communication using Trompenaars’ (1993) cultural dimensions.
Citation InformationSudhir H. Kale and Sangita De. "Culturally compatible websites: Applying Trompenaars dimensions to web design" (2008)
Available at: http://works.bepress.com/sudhir_kale/13/