International, Part IV

1. International, Part IV • The Culturally Customized Web Site, Part III

2. Chapter 4—Cultural Customization: Individualism-Collectivism • The extent to which goals of the individual, as opposed to the group, are valued • Extent to which individual differences in behavior are accepted and/or encouraged

3. High U.S. Australia U.K. Netherlands Canada New Zealand Middle India Japan Argentina “Arab World” Low Guatemala Ecuador Panama Venezuela Columbia Indonesia China Pakistan Indonesia Taiwan Country Examples

4. Authors’ Caveats • Numbers represent averages • Web sites which happen to portray individualist and/or collectivist values may do so without actually having sought to customize for the particular culture • Other variables are important

5. Clubs May be “offline”—sense of belonging Chat rooms Emphasis on community relations Family (“we”) theme Family bonds Loyalty programs To company or brand Japanese: amae—loyalty to the group Links to local web sites Demonstration of connection to local community Symbols/pictures of national identity Flags Architecture Important buildings Local role models Suggestions for Sites for Collectivist Societies

6. Independence theme “I-consciousness” Individual determinism “Invest on your terms” Strong privacy statement Personalization and product uniqueness Unique content (e.g., self-selected news, features, adjustment of view) Personalized products, if applicable Personal product recommendations Suggestions for Sites for Individualist Societies

7. Chapter 5—Uncertainty Avoidance • Relative importance of predictable environment, defined structure, order vs. acceptance of risk taking, reduced structure, and acceptance of ambiguity • Extent of acceptance of new ways of doing things if not known • Valuing conservatism and “traditional” beliefs • Example: Mexican beverage company explicitly lists behaviors expected from employees

8. High Greece Portugal Guatemala Uruguay El Salvador Belgium Japan Medium Germany Thailand Iran Finland Low Singapore Jamaica Denmark Hong Kong Sweden Ireland U.S. Countries Note that no clear geographic patterns are evident.

9. Customer service Personnel positioned as experts Easily accessible on the site Guided navigation Traditional theme Connection to local stores Depictions Ability to return merchandise Local terminology Free Trials Downloads Transaction security Testimonials Suggestions for Sites for High Uncertainty Avoidance Societies

10. Suggestions for Sites for High Uncertainty Avoidance Societies • None listed. Ideas?

11. Extent to which hierarchy and status are emphasized as opposed to a preference for more “distributed” power and decision making High sensitivity to those older, with seniority, and in authority Tendency to obey “suggestions” from authority figures Preference for face-to-face contact for display of respect Emphasis on hierarchical structures Emphasis on organization charts Chapter 6—Cultural Customization: Power Distance

12. High Malaysia Panama Guatemala Philippines Mexico “Arab World” Middle Taiwan Iran Spain Poland Low Austria Israel Denmark New Zealand Ireland Norway Countries

13. Suggestions for High Power Distance Societies • Hierarchy information • Picture of CEO and other “important” people • Use of proper titles • Quality assurance • “Superior quality” • Awards • Vision statement by CEO

14. Suggestions for Low Power Distance Societies • None specifically listed. Ideas?

15. Value of achievement, assertiveness, ambition vs. nurturance, care for others Masculine societies Tendency toward clear gender roles “Success orientation” Decisiveness Directness (depending on levels of collectivism, power distance) Feminine societies “Oneness with nature” Service orientation Harmony Modesty Chapter 7—Cultural Customization: Masculinity-Femininity

16. High masculinity Japan Hungary Austria Venezuela Switzerland Mexico Middle: Malaysia Brazil Singapore Israel West Africa High Femininity Sweden Norway Netherlands Denmark Costa Rica Finland Countries

17. Recommendations for Masculine Societies • Indication of product effectiveness • Quizzes, games (competitive element) • “Realism” theme • Decisiveness vs. fantasy, imagery • “Rational”/performance appeals • Clear depiction of gender roles and segregation • E.g., female section of Japanese search engine

18. Recommendations for Masculine Societies • Similar considerations to “high context” societies • Harmony • Aesthetics • Soft sell

19. Importance of “context” in communication style—important information may be “embedded” in society as opposed to being more detailed and explicit with unambiguous explanation. High context societies Politeness/indirectness are emphasized Soft sell approach Aesthetics Low context societies Hard sell Superlative word usage Emphasis on rank and prestige of company Explicit terms and conditions Emphasis on logical, “linear” thinking Action orientation Emphasis on rationality Chapter 8—Cultural Customization: High-Low Context

20. High Context Asia (generally) Africa South America Parts of Middle East Japan China Spain Thailand Turkey Taiwan Philippines Low context Most of Northern Europe North America New Zealand Australia U.K. Countries

21. For High Context Societies Aesthetics Politeness Indirectness “Soft-sell” approach For Low Context Societies Harder sell Terms and conditions Rank Prestige Superlatives Recommendations