Culturally Customizing Websites Part 2
Post on 11-May-2015
519 Views
Preview:
DESCRIPTION
Transcript
Culturally Customizing Web SitesCulturally Customizing Web SitesCulturally Customizing Web SitesPart II
Culturally Customizing Web SitesPart II
Join us in tweeting this webinar #LIOX@Lionbridge
Presented by Dr. Nitish Singh www.globalizationexecutive.com
Moderated by Kathleen BostickNovember 2009
I1
Slide 1
I1 All material in the presentation is copyright-Nitish Singh, Saint Louis UniversityITS, 11/24/2008
About Lionbridge
Global ScaleGlobal Scale Market LeadershipMarket LeadershipGlobal ScaleGlobal Scale4,600 employees 26 countries
• Global network of 25,000 translators
Market LeadershipMarket LeadershipLeader in $14B services industry• Translation and adaptation of products
and content for international markets
Global ClientsGlobal ClientsRecurring relationships with 500+
Hosted TechnologyHosted TechnologyW b b d l t h l Recurring relationships with 500+
global clients• 80% of revenue comes from recurring clients• 12 of the Fortune 20 companies are client
Web-based language technology platform• Enhances competitive advantage• Drives efficiency
Company confidential – distribution prohibited without permission
What is a Culturally Customized web site?
A web site that reflects complete “immersion” in the culture of the target market
A web site that addresses three levels of cultural adaptation: perception, symbolism, and behavior
A web site that that goes beyond simple translation, and cosmetic adaptation when targeting differentand cosmetic adaptation when targeting different countries and/or cultures
In short, Cultural Customization begins where basic “localization” ends
Company confidential – distribution prohibited without permission
What is a Culturally Customized web site?
The basis for cultural customization of web sites is a theoretically‐sound, empirically‐validated framework built on specific cultural l th t t f i il iti d diff l b lvalues that account for similarities and differences across global
cultures
Presented in the book, “The Culturally Customized Web Site”
Company confidential – distribution prohibited without permission
Cultural Values
Cultural valuesIndividualism‐Collectivism
Power Distance
Uncertainty Avoidance
Masculinity‐Femininity
Company confidential – distribution prohibited without permission
Cultural Values
Individualism‐Collectivism
A belief in the importance of the goals of the individual (individualism) versus the goals of the group (collectivism)
In individualistic cultures the needs values and goals of anIn individualistic cultures, the needs, values, and goals of an individual take precedence over group goals; the opposite is true for collectivistic cultures
Power Distance
A belief in authority and hierarchy
Cultures high on power distance accept power and hierarchy in the society and are low on egalitarianism
Company confidential – distribution prohibited without permission
hierarchy in the society and are low on egalitarianism.
Cultural Values
Th i f di bili d d (hi h
Uncertainty Avoidance
The importance of predictability, structure, and order (high uncertainty avoidance) versus a willingness for risk‐taking and an acceptance of ambiguity and limited structure (low uncertainty avoidance)avoidance)
People from cultures high on uncertainty avoidance tend to have low tolerance for uncertainty and avoid ambiguous situations
A belief in achievement and ambition (masculine) versus a belief in
Masculinity‐FemininityA belief in achievement and ambition (masculine) versus a belief in nurturing and caring for others (feminine)
Masculine cultures value assertiveness, material possessions, and success while feminine cultures place more value on helping
Company confidential – distribution prohibited without permission
success, while feminine cultures place more value on helping others, preserving the environment, quality of life, and nurturance
Cultural Map‐1
Web Features‐1ex
Web Features for Customization
Soft –sell Approach
Web Features for Customization
Quizzes and Games
danc
e In
de Aesthetics Realism ThemeProduct EffectivenessClear Gender Roles
aint
y Av
oid
Web Features for Customization Web Features for Customizationf ll h
Unc
erta Customer Service
Guided NavigationTradition ThemeLocal StoresLocal Terminology
Soft‐Sell ApproachAesthetics
Customer ServiceGuided NavigationTradition ThemeLocal StoresLocal Terminology
Quizzes and GamesRealism ThemeProduct EffectivenessClear Gender Roles
Local TerminologyFree Trails/DownloadsToll Free NumbersTransaction Security
Local TerminologyFree Trails/DownloadsToll Free NumbersTransaction Security
Company confidential – distribution prohibited without permission
Masculinity-Femininity index
Cultural Map‐2
Web Features‐2m
Web Features for Customization Web Features for Customization
Small power distance Collectivist
Firm Hierarchy Info
Large power distance Collectivist
Clubs/Chat Rooms
olle
ctiv
ism Firm Hierarchy Info
Images of ManagementQuality AssuranceVision StatementPride of Ownership
Clubs/Chat RoomsNewsletterFamily ThemeNational IdentityLoyalty Programs
Clubs/Chat RoomsNewsletterFamily ThemeNational IdentityLoyalty ProgramsLinks to Local Sites
dual
ism
-Co
Web Features for Customization Web Features for Customizationi i h f
Relevant Titles Loyalty ProgramsLinks to Local Sites
Links to Local Sites
Indi
vid Privacy Statement
Independence ThemeProduct UniquenessPersonalization
Firm Hierarchy InfoImages of ManagementQuality AssuranceVision StatementPride of Ownership
Privacy StatementIndependence ThemeProduct UniquenessPersonalization
Pride of OwnershipRelevant Titles
Small power distance Individualist
Large power distance Individualist
Company confidential – distribution prohibited without permission
Power-Distance index
Cultural Customization Score Card
Given the target country of a web site, we can quantify (in the form of a “scorecard”) the extent of cultural customization of that site
We use “content analysis” (a specific statistical technique) to measure the degree to which the web site has features consistent with the target country’s cultural values. The scores listed in the scorecard can judged as follows:judged as follows:
>90% = Excellent Customization on Cultural Value70‐89% = Good Customization on Cultural Value70 89% Good Customization on Cultural Value<70% = Poor Customization on Cultural Value
The scorecard provides a “snapshot” diagnosis of the level of Cultural customization (or the lack thereof) for the target country, presently exhibited by that site.
Company confidential – distribution prohibited without permission
Cultural Customization Score Card
The Cultural Customization ScorecardTM
Website:
Target Country:
Values Individualism Collectivism Uncertainty Power Masculinity Low High Avoidance Distance Contest Context
Cultural Not 5/30 26/40 9/20 5/15 Not 5/15Scores Relevant 16.67% 65.00% 45.00% 33.33% Relevant 33.33%
Note: we offer detailed analyses and recommendations to effectively modify the site so that it is Optimally customized to a specific country/culture. Further, we also odder services to help design
Company confidential – distribution prohibited without permission
p y p f y/ , p gnew sites customized to targeted countries/cultures. For more information on these services, please contact: singhn2@slu.edu
Examples
What collectivist feature is being used here to hit the sweet spot?
Company confidential – distribution prohibited without permission
here to hit the sweet spot?
Family Theme
Company confidential – distribution prohibited without permission
Example
What Individualist feature is being used here to hit the sweet spot? What Individualist feature is being used here to hit the sweet spot?
Company confidential – distribution prohibited without permission
Example
What feature is being used here to lower uncertainty and hit the sweet spot?
Company confidential – distribution prohibited without permission
uncertainty and hit the sweet spot?
Example
What Individualist feature is being used here to hit the sweet spot?
Company confidential – distribution prohibited without permission
here to hit the sweet spot?
Example
E it J D t dExcite Japan: Devoted exclusively to women (www.excite.co.jp).
www.toshiba.co.jp
Company confidential – distribution prohibited without permission
Reverse Sexism
Scooter for MenScooty for Women!
Company confidential – distribution prohibited without permission
Yahoo! Localization
Company confidential – distribution prohibited without permission
Yahoo! Localization
Company confidential – distribution prohibited without permission
Localization
Company confidential – distribution prohibited without permission
Chinese site shows auspicious dragons, and liberal use of red and gold depicting happiness and power respectively (www.avl.com).
Colors
Different colors mean different things to people in different cultures. This isbecause colors have a high symbolic value among different cultures.
Most liked colors in Countries:Most liked colors in Countries:Austria: Blue, green and white (Least liked: Purple and Gold)
Brazil: White Blue and Green (Least liked: Orange and Gold)Brazil: White, Blue and Green (Least liked: Orange and Gold)
Canada: Black, Blue and White (Least liked: Gold and Brown)
Colombia: Blue, white and green (Least liked: Orange and Brown)
Hong Kong: White Blue and Black (Least liked: Orange and Brown)Hong Kong: White, Blue and Black (Least liked: Orange and Brown)
Taiwan: Blue, White and Purple (Least liked: Red and Gold)
Company confidential – distribution prohibited without permission
U.S: Blue, Green and Black (Least liked: Orange and Yellow)
Color Advice
Edwards outlines three basic rules for color use: Keep it functional: that is to say that the meaning of the color b i d h ld b l f it i t d dbeing used should be clear for its intended use. Keep it context dependent: since color usage is also context dependent –make sure you understand the context and its cultural significance. Research potential conflicts: ensure that color choice won’t contract sharply with nearby locales or intended context.contract sharply with nearby locales or intended context.
Company confidential – distribution prohibited without permission
Color Categories
Cross‐cultural differences in i i l d lcategorizing color and color
combinations arise because the cultural vocabulary limits the color discriminations people can makemake.
For Example, Indians p ,distinguish between various shades of brown
Company confidential – distribution prohibited without permission
Knowledge Center
• Building Stronger Brands Around the World: A Guide to Effective Global Marketing
Download White Papers
to Effective Global Marketing
• Strengthening Global Brands: Key Steps for Meaningful Communications around the World
• Building a Global Web Strategy: Best Practices for l i i l O li d
View Webinars On‐Demand
Developing your International Online Brand
• The Art and Science of Global Navigation
• The Best Global Web Sites (and Why)
• Mastering Multilingual Marketing
• The Art and Science of Global Navigation
• The Best Global Web Sites (and Why)
• Mastering Multilingual Marketing
Company confidential – distribution prohibited without permission
top related