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A longitudinal study of cultural differences in global corporate web sites
Robbins, Stephanie S. Stylianou, Antonis C.
Robbins, Stephanie S.
Stylianou, Antonis C.
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n09352.pdf
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Abstract
Ten years ago, during the early days of the Internet, research was undertaken that looked for evidence of cultural convergence in the web sites of global corporations using Hofstedeās cultural dimensions and country clusters. That study found little homogeneity. Since then, the Internet has matured and corporations have become more sophisticated in designing their web sites. Therefore, the main objective of the current project is to provide a longitudinal view of how national culture has changed over a ten year period by replicating the 1998 study and comparing the results. Findings suggest that there have been some changes towards homogeneity.
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2010-05
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With permission of the license/copyright holder