MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 1 International, Part IV The Culturally Customized Web Site, Part III

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 2 Chapter 4Cultural 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

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 3 Country Examples 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

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 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

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 5 Suggestions for Sites for Collectivist Societies Clubs –May be offlinesense of belonging –Chat rooms Emphasis on community relations Family (we) theme –Family bonds Loyalty programs –To company or brand –Japanese: amaeloyalty 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

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 6 Suggestions for Sites for Individualist Societies 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

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 7 Chapter 5Uncertainty 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

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 8 Countries High –Greece –Portugal –Guatemala –Uruguay –El Salvador –Belgium –Japan Medium –Germany –Thailand –Iran –Finland Low –Singapore –Jamaica –Denmark –Hong Kong –Sweden –Ireland –U.S. Note that no clear geographic patterns are evident.

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 9 Suggestions for Sites for High Uncertainty Avoidance Societies 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

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 10 Suggestions for Sites for High Uncertainty Avoidance Societies None listed. Ideas?

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 11 Chapter 6Cultural Customization: Power Distance 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

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 12 Countries High –Malaysia –Panama –Guatemala –Philippines –Mexico –Arab World Middle –Taiwan –Iran –Spain –Poland Low –Austria –Israel –Denmark –New Zealand –Ireland –Norway

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 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

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 14 Suggestions for Low Power Distance Societies None specifically listed. Ideas?

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 15 Chapter 7Cultural Customization: Masculinity- Femininity 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

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 16 Countries High masculinity –Japan –Hungary –Austria –Venezuela –Switzerland –Mexico Middle: –Malaysia –Brazil –Singapore –Israel –West Africa High Femininity –Sweden –Norway –Netherlands –Denmark –Costa Rica –Finland

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 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

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 18 Recommendations for Masculine Societies Similar considerations to high context societies Harmony Aesthetics Soft sell

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 19 Chapter 8Cultural Customization: High-Low Context 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

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 20 Countries 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.

MKTG 476 INTERNATIONAL, PART IV Lars Perner, Instructor 21 Recommendations For High Context Societies –Aesthetics –Politeness –Indirectness –Soft-sell approach For Low Context Societies –Harder sell –Terms and conditions –Rank –Prestige –Superlatives