TY - JOUR
T1 - Factors influencing multi-national firms to provide culturally sensitive websites for foreign markets.
AU - Smith, Philip M R
N1 - Imported on 12 Apr 2017 - DigiTool details were: Event dates (773o) = 5-8 April 2007; Journal title (773t) = The E-Business Review. ISSNs: 1550-7793;
PY - 2007
Y1 - 2007
N2 - Academic research has emphasised the value of multinational enterprises (MNEs) providing culturally sensitive marketing material, yet little research reveals the factors that encourage this. The research at hand addresses this gap. It measures the cultural sensitivity of MNEs’ promotional websites targeting Thailand using content analysis. Correlations were then found between external factors and cultural sensitivity. A positive correlation with the MNE’s home country multiculturalism, was evident, but not with a MNE's home region multiculturalism. A MNE’s home country cultural distance index (CDI), predicted to diminish cultural sensitivity, paradoxically, demonstrated a moderate improvement, while a high trade/GDP ratio, also predicted to enhance cultural sensitivity, was supported.
AB - Academic research has emphasised the value of multinational enterprises (MNEs) providing culturally sensitive marketing material, yet little research reveals the factors that encourage this. The research at hand addresses this gap. It measures the cultural sensitivity of MNEs’ promotional websites targeting Thailand using content analysis. Correlations were then found between external factors and cultural sensitivity. A positive correlation with the MNE’s home country multiculturalism, was evident, but not with a MNE's home region multiculturalism. A MNE’s home country cultural distance index (CDI), predicted to diminish cultural sensitivity, paradoxically, demonstrated a moderate improvement, while a high trade/GDP ratio, also predicted to enhance cultural sensitivity, was supported.
KW - Open access version available
KW - Cross-cultural communication
KW - E-business
KW - Ecommerce
KW - International advertising
KW - Multicultural
KW - Web advertising
M3 - Article
VL - VII
SP - 198
EP - 201
JO - The E-Business Review
JF - The E-Business Review
SN - 1550-7793
IS - 2
ER -