Originally a live one-hour webcast, this presentation will provide you with a powerful cultural customization tool-kit w...
Culturally Customizing Web Sites Part I
Presented by Dr. Nitish Singh Moderated by Paula Shannon October 2009
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Introductions Dr. Nitish Singh Assistant Professor of International Business at Boeing Institute of International Business at Saint Louis University
[email protected] Dr. Singh is also the co-author of the critically acclaimed book: The Culturally Customized Web Site: Customizing Websites for the Global Marketplace. He holds a Ph.D. in Marketing and International Business from Saint Louis University and an MBA and MA from Universities in India and the UK. More recently he has co-authored Proliferation of the Internet Economy
Paula Shannon
CSO, SVP and General Manager, Lionbridge
[email protected] More than 23 years experience in the translation and localization industry
Responsible for sites in 26+ countries, driving new services and sustainable solutions, ensuring the continued delivery of innovation and execution excellence to a broad range of Global 1000 customers Company confidential – distribution prohibited without permission
About Lionbridge
Global Scale
Market Leadership
4,600 employees 26 countries
Leader in $14B services industry • Translation and adaptation of products
• Global network of 25,000 translators
and content for international markets
Hosted Technology
Global Clients
Web-based language technology platform
Recurring relationships with 500+ global clients
• Enhances competitive advantage • Drives efficiency
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• 80% of revenue comes from recurring clients • 12 of the Fortune 20 companies are client
Global Web Statistics Global e-commerce sales will reach $12.8 trillion
US will account for less than 58% of total global online sales US only accounts for 185 million internet users today Global internet population is 1.08 billion users; by 2010 it will reach 1.8 billion. 65 % of Global internet users are non-English speakers
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Born Global! Web sites are global from inception To target global online consumers you have to speak in their language and culture Culture impacts how we perceive, process, and interpret information
“People cannot act or interact in any meaningful way except through the medium of culture.” E.T. Hall
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What is Culturally Customized? Communication which
reflects complete “immersion” in the culture of the target market addresses three levels of cultural adaptation: perception, symbolism, and behavior
goes beyond simple translation and cosmetic adaptation when targeting different countries and/or cultures Cultural customization begins where basic “localization” ends Company confidential – distribution prohibited without permission
Poll Question Is your website translated? Yes No
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Perception of Images
Western and Eastern people look at the world in different ways. Researchers compared the way Chinese and US students viewed photographs Company confidential – distribution prohibited without permission
What is a Culturally Customized Website?
What is a Culturally Customized Website?
Perception of Symbols
Perception of Symbols
Perception of Symbols
Poll Question: Do you actually consider the importance of culture? Yes No
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The Biggest Blunder! The BIGGEST communication blunder is to ignore the importance of culture in communications.
Higher web site usability, accessibility, and interactivity A more favorable attitude toward the site A state of “flow” and browsing comfort Increased purchase intentions which eventually impact you ROI Company confidential – distribution prohibited without permission
It is Not a Luxury! Cultural Customization Levels of Web Site High
Medium
Low
3.60 3.06
3.57 3.10
3.34 2.68
4.26 4.04
3.74 3.68
3.04 3.18
3.48 2.34
2.97 1.91
2.87 2.19
3.59 3.16
3.16 2.93
2.69 2.64
4.31 4.14
3.50 3.30
2.82 2.67
Italy Attitude Toward Site Purchase Intention India Attitude Toward Site Purchase Intention Netherlands Attitude Toward Site Purchase Intention Switzerland Attitude Toward Site Purchase Intention Spain Attitude Toward Site Purchase Intention
It is Not a Luxury! An Experiment with 400 Brazilian, French, German and Taiwanese Online Conusmers Measures
Web Sites Low on CC (n: 1823) (Means)
Web Sites High on CC (Means)
F-Value (n: 636)
Ease of Use
3.45
3.82
216.2**
Perceived Usefulness
3.31
3.65
159.8**
Attitude Toward site
2.89
3.45
422.6**
Purchase Intention
2.41
2.86
219.8**
**p-value
