What does it take to generate customer loyalty and repeat site visits? International marketing executives or those involved in the creation, strategy, or development of their organization's international urls, are invited to participate in a research study focusing on the impact of the cultural customization of websites when serving global markets. The study is being conducted by Common Sense Advisory’s Donald DePalma and the authors of “The Culturally Customized Web Site” (Elsevier 2005), Nitish Singh and Arun Pereira. Qualifying participants will receive a free cultural diagnosis of one of their international websites in the form of “The Cultural Customization Scorecard.” In return the researchers request participation in a short survey dealing with trends and best practices in website globalization and localization.
“Many companies assume that what works in their domestic markets will work just as well internationally, but both our research and that of Singh and Pereira show that to be wrong,” cautioned DePalma.
The basis for cultural customization of websites is a theoretically sound, empirically validated framework built on five unique cultural values that account for similarities and differences across global cultures. Notes Singh, “To date, our research studies indicate that attitude towards websites, interactivity, and usability of websites, as well as purchase intentions at websites are enhanced when sites are congruent with the target customers’ cultural predispositions. This project will increase the size of the sample, both in sheer numbers and in the type of company we evaluate.”
For more information about the research study or survey contact DePalma at firstname.lastname@example.org or +1 866-510-6101.
Take the survey at http://www.commonsenseadvisory.com/survey.
About The Culturally Customized Web Site© Nitish Singh, Ph.D., Associate Professor, Department of Marketing, California State University, Chico, and Arun Pereira, Associate Professor, Department of Marketing, Cook School of Business, Saint Louis University, St. Louis, MO, are the authors of “The Culturally Customized Web Site.” The book is based on research that emphatically demonstrates the need for culturally consistent web content when serving global market segments. For more information visit www.theculturallycustomizedwebsite.com.