Business Book Review - The Culturally Customised Website
Owning a business online can be challenging, as people all over the don't respond to your website the same way. What might be appealing to one type of person can be off putting to another, and this has got a lot to do with culture.
In the article below Cindy King discusses the book that gives advice on what the best measure are to cross the cultural divide and attract people of races, nationalities and genders to your site. This book explores the internet marketing tools to gain clients from all over the globe in equal measures. Use the navigation link to view articles on business books on CBN's website as well as business related articles.
Book Review - the Culturally Customized Web Site by Nitish Singh and Arun Pereira
Author: Cindy King
In reviewing the book The Culturally Customized Web Site, by Nitish Singh and Arun Pereira there are three things that must be said:
* If you have an online business and truly want to market to international audience through your website, get this book.
* If you have an international profile and want to broaden your international outlook, get this book.
* If you are interested in different cultures and happen to own a computer, get this book
This is really the book that got me excited about international internet marketing. It was also the first book I read by non-European authors who were very obviously cultural experts. Since reading The Culturally Customized Web Site I have read many more books by non-European cultural experts. And have come to this conclusion; the time when Europeans held the lead in cultural understanding is passing.
The Culturally Customized Web Site uses the Geert Hofstede cultural classifications to show and explain what works online in different cultures. The book is largely based on how these cultural classifications can be interpreted online.
Nitish Singh and Arun Pereira break cultures down into the following categories:
* Individualism - Collectivism
* Uncertainty Avoidance
* Power Distance
* Masculinity - Femininity
* High - Low Context
Nitish Singh and Arun Pereira give examples of websites. They also give readers 36 web features to use on your website to adapt to different cultures. These web features stimulates marketers looking for strategic international marketing options.
The book is full of screen shots, examples and lists. It is inspiring and thought provoking. Spend a few minutes surfing randomly online in the countries referred to as you read the book, and it becomes easy to see and feel the cultural differences.
"Research reveals that culturally customized web sites enhance usability, accessibility, time spent at a site, and site interactivity. Also, it increases purchase intention and attitude to the site."
The Culturally Customized Web Site book has a website that is not very big, but is entertaining in its cultural examples.
This book was originally published in 2005. Since then, countries have evolved in how they use internet and in their e-commerce expansion.
Date Created: 2009-08-03 |
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