1. International Business Cooperative Strategies1 a) Impartial websites “Local websites”, b) local and country- specific websites U.S. S/A R n=18 S/A R n=22 Germany France n=24 U.S. S/A R n=19 S/A R n=22 Germany France n=24 S/A R n=15 a b

2. International Business Cooperative Strategies2 Surfers Aware Surfers Active seekers Passive Seekers Web Site Hits Active Visitors Establish Dialogue Purchase Repurchase Awareness Efficiency Locatability/ Attractability Efficiency Contact Efficiency Conversion Efficiency Retention Efficiency

3. International Business Cooperative Strategies3 German Company Web sites in Germany (n = 100) US (n = 100) UK (n = 100) Latin America (n = 47) DimensionsMean SD F - value Collectivism Individualism Uncertainty Avoidance Power distance High Context Low Context Composite Score Notes: Mean with different superscripts are statistically different from one another, *p < 0.05 2.7580 a 3.3003 a 3.6020 a 3.2025 a 2.4165 a 3.0565 a 3.0839 a 0.8919 0.8338 0.5891 0.9264 0.6743 0.8045 1.2473 2.5540 a 3.2771 a 3.4780 a 3.0950 a 2.3666 a 3.0234 a 2.9800 b 0.8149 0.8701 0.5804 0.9002 0.6877 0.7924 1.2245 2.5720 a 3.2438 a 3.4660 a 2.9875 a 2.3565 a 2.9834 a 2.9517 b 0.8135 0.8516 0.5784 0.9350 0.6770 0.8187 1.2331 1.9783 b 2.1711 b 2.9383 b 1.4291 b 2.2211 a 2.0121 b 2.1536 c 0.6841 0.7931 0.5642 0.6377 0.7271 0.5724 1.0394 9.73* 23.18* 14.52* 48.65* NS 22.92* 159.28* Sig. 0.000 0.456 0.000

4. International Business Cooperative Strategies4 German Company Web sites in Germany (n = 100) US (n = 100) UK (n = 100) DimensionsMean SD F - value Collectivism Individualism Uncertainty Avoidance Power distance High Context Low Context Composite Score Notes: Mean with different superscripts are statistically different from one another, *p < 0.05 2.7580 a 3.3003 a 3.6020 a 3.2025 a 2.4165 a 3.0565 a 3.0839 a 0.8919 0.8338 0.5891 0.9264 0.6743 0.8045 1.2473 2.5540 a 3.2771 a 3.4780 a 3.0950 a 2.3666 a 3.0234 a 2.9800 a 0.8149 0.8701 0.5804 0.9002 0.6877 0.7924 1.2245 2.5720 a 3.2438 a 3.4660 a 2.9875 a 2.3565 a 2.9834 a 2.9517 a 0.8135 0.8516 0.5784 0.9350 0.6770 0.8187 1.2331 NS Sig. 0.166 0.895 0.190 0.257 0.800 0.813 0.244

5. International Business Cooperative Strategies5 Site’s cultural congruity Site’s language Site’s graphics Interactions of language, cultural congruity and graphics Balance challenges- skills Perceived control Unambiguous demands Focused attention Attitude toward the site Flow Revisit intention Purchase intention Purchase

6. International Business Cooperative Strategies6