First, three things:
- If you have an online business and truly want to market to international audience through your website, get this book.
- If you have an international profile and want to broaden your international outlook, get this book.
- If you are interested in different cultures and happen to own a computer, get this book
This is the book that got me excited about international internet marketing. It was also the first book I read by non-European authors who are obviously cultural experts. Since then I’ve more non-European cultural experts. And have come to the conclusion, the time when Europeans held the lead in cultural understanding is passing.
The Culturally Customized Web Site uses the Geert Hofstede cultural classifications to show and explain what works online in different cultures. The book is largely based on how these cultural classifications can be interpreted online.
Nitish Singh and Arun Pereira break cultures down into the following categories:
- Individualism – Collectivism
- Uncertainty Avoidance
- Power Distance
- Masculinity – Femininity
- High – Low Context
Nitish Singh and Arun Pereira give examples of websites. They also give readers 36 web features to use on your website to adapt to different cultures. These web features stimulates marketers looking for strategic international marketing options.
The book is full of screen shots, examples and lists. It is inspiring and thought provoking. Spend a few minutes surfing randomly online in the countries referred to as you read the book, and it becomes easy to see and feel the cultural differences.
“Research reveals that culturally customized web sites enhance usability, accessibility, time spent at a site, and site interactivity. Also, it increases purchase intention and attitude to the site.”
The Culturally Customized Website book has a… website. This website is not very big, but is entertaining in its cultural examples.
This book was published in 2005. Countries have evolved in how they use internet and in their e-commerce expansion.
I would love to see something more recent along the same lines but with examples that have evolved with the internet.
If anyone has anything similar to this book in their library, please let me know what it is.
What do you think? Please share your thoughts and comments below.
Photos from Shutterstock.
Filed under: book reviews
If you've read this far, you should sign up to receive updates
Sign up for the International Stories newsletter, and prepare yourself to manage international business