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Moving beyond basic localisation: Culturally customising digital content
Journal of Cultural Marketing Strategy,
1
(1),
45-53
(2015)
Abstract
The objective of this paper is to provide insights into the localisation imperative in international marketing. The authors argue that the cultural dynamics of international markets requires companies to develop localisation strategies and deliver digital content that resonate with international consumers. This paper attempts to provide insights to support e-commerce marketers in comprehending the importance of cultural customisation on websites and other digital content. Lastly, this study provides managerial insights into how to culturally customise digital content.
Keywords: e-commerce; localisation; cultural depiction; digital content
The full article is available to subscribers to the journal.
Author's Biography
Nitish Singh is Associate Professor of International Business at Saint Louis University, USA. He holds a PhD in International Business and Marketing from St. Louis University, USA. He has published more than 50 academic papers in journals such as JIBS, JBR, IMR and JIM, as well as 4 books. His research spans cross-cultural issues, global e-business strategies, ethics, and environmental performance.
Wootae Chun is a PhD candidate in International Business and Marketing at Saint Louis University. Prior to joining the programme, he received an MBA from the University of Texas-Pan American, and BS in Marketing from the Ohio State University.
Mamoun Benmamoun is an assistant professor of International Business at the John Cook School of Business (JCSB) at Saint Louis University. He has taught undergraduate and graduate courses in international business, decision science, and statistics. Mamoun has been devoted to research with a primary focus on international trade and capital flows, web globalisation and localisation, and emerging MNCs.
