Website content adaptation as a response to cultural differences: A study of US and Indian versions of US corporate websites

Abstract

Successful entry and the continuous growth of multinational firms in foreign markets mostly requires effective communication which is inclined toward the cultural dimensions of the host country. Also, communication attuned to the nation-specific culture is more effective and even necessary for the long-term success and profitability of multinational companies. Thus, multinational companies have recognised the impact of sociocultural values on local organisational behaviour and their communication with varied stakeholders in order to fruitfully run their operations. The objective of this paper is to categorise the content of various websites in such a way as it can be used to reflect Hofstede’s four cultural dimensions: individualism, uncertainty avoidance, power distance and masculinity. Following the content analysis procedure, this study has made an attempt to find and establish differences between the content displayed on multinational companies’ Indian versions of their websites and their home websites, in relation to Hofstede’s four cultural dimensions. The results show that multinational companies’ Indian versions of their websites reflect a higher frequency of collectivist and power distance features than their home websites. Finally, implications related to the findings of the study have been suggested.