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Cultural Adaptation of Websites: A Comparative Study of Portuguese and Dutch Websites

Author

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  • J. Freitas SANTOS

    () (Polytechnic of Porto, Portugal)

  • Bahareh BIDI

    () (Polytechnic of Porto, Portugal)

Abstract

In a globalized world cultural adaptation has become a vital strategy for companies that desire to succeed beyond borders. However, adapt a website is not only to translate the local content of a website to the native language. The content analysis methodology was used to study a sample of Portuguese and Dutch websites collected from the “list of Fortune 500 companies and their websites”. The objective was to evaluate the extent of cultural adaptation of websites to Portuguese and Dutch based on Hofstede and Hall frameworks. The results showed that only the masculinity/femininity dimension were supported meaning that the websites were culturally adapted for both Portuguese and Dutch websites. The high/low-context culture hypothesis, although statistical significant, show that only the Dutch websites were culturally adapted. The collectivistic/individualistic dimension, although statistical significant, showed that only Dutch websites has been culturally adapted. The hypotheses H2 and H3 are both not statistical significant.

Suggested Citation

  • J. Freitas SANTOS & Bahareh BIDI, 2016. "Cultural Adaptation of Websites: A Comparative Study of Portuguese and Dutch Websites," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 17(2), pages 94-107, May.
  • Handle: RePEc:rom:rmcimn:v:17:y:2016:i:2:p:94-107
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    References listed on IDEAS

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    1. Singh, Nitish & Matsuo, Hisako, 2004. "Measuring cultural adaptation on the Web: a content analytic study of U.S. and Japanese Web sites," Journal of Business Research, Elsevier, vol. 57(8), pages 864-872, August.
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    Keywords

    Corporate Websites; Cultural Adaptation; Hofstede and Hall dimensions; Content analysis; Portuguese and Dutch Websites.;

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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