The Culturally Customized Web Site By Nitish Singh And Arun Pereira

hands-shutterstock-_81539224c

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


Cindy King



  • Nitish

    Dear Cindy

    This is Professor Nitish Singh–just read your review of our book–thanks!
    I am continuing my research in this area and collecting data from various countries and populations for a future revised version of the book.

    Nitish

    • http://cindyking.biz/ Cindy King

      Hello Nitish,

      Thank you for taking the time to write back.

      I look forward to seeing a revised edition in the future. There is not much
      out there that gives you real advice on what you can try to do on your
      websie to market to different cultures… but you must know that.

      I would love to see anything on:

      Cultural participation in Social media
      Different social media trends in different cultures
      Bilingual websites that work
      Websites by non-native language speakers

      But I suspect the number of social media options could almost make a second
      book.

      I do hope you keep up the work. I’m not a scholarly expert, just a
      lifetime’s experience of adapting to different cultures… And it may just
      have been the roll of the dice in the people I’ve read… But my personal
      feeling is that non-European cultural experts are bringing more valuable
      insights into this area today…. As you know cultural, communication today
      is not what it was 20-30 years ago… the world needs insights and real
      advice on what to do, or try to do.

      My two websites are new – only been operational 4 months, but my partner
      (ex- Microsoft EMEA CIO) and I do a lot of internet marketing. The
      websites are being read world-wide by more and more people interested in
      improving their international marketing and sales. People in the trenches.
      We will start using polls soon.

      When our readership gets higher you may like to send me some polling
      questions and I’ll gladly share the results with you.

      Cindy King
      40 km south of Paris

      4 rue des longues raies
      77630 St. Martin en Biere
      France
      +33 6 98 91 86 11
      cindy@cindyking.biz

      http://www.cindyking.biz
      http://www.getinternationalclients.com

    • http://cindyking.biz/ Cindy King

      At Bigoo we have a social media Package that:
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      Please click the link below to request the Bigoo social media information pack http://www.harlil-marketing.com/bigoo.php
      Or call me on 0843 289 0312 for an informal chat on how our social media services can benefit your business. Duncan Gledhill
      t: 0843 289 0312
      The Social Media Team Bigoo
      79 Wardour Street
      London
      W1D 6QB

    • http://cindyking.biz/ Cindy King

      At Bigoo we have a social media Package that:
      1. Gets you your Facebook URL pretty much instantly!
      2. Designs you a Facebook landing page and microsite that matches the theme of your existing website. 3. Trains your staff on how to use Facebook and Twitter for business. 4. Will give you 12 months support.
      5. Invites existing clients to your Facebook site to generate immediate fans. 6. Links Twitter to your Facebook wall, so your Facebook posts are sent out as Tweets, improving your SEO. 7. Allows you to use Facebook to connect instantly with clients and prospective clients, to inform them of new updates. If you thought Facebook was just for angst ridden teenagers then let us show you how it can be effectively used for business promotions and communications to customers and staff. Call me any time today on 0843 289 0312.
      Please click the link below to request the Bigoo social media information pack http://www.harlil-marketing.com/bigoo.php
      Or call me on 0843 289 0312 for an informal chat on how our social media services can benefit your business. Duncan Gledhill
      t: 0843 289 0312
      The Social Media Team Bigoo
      79 Wardour Street
      London
      W1D 6QB
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