Cultural Customizing Web Sites Part II

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Culturally Customizing Web Sites Culturally Customizing Web Sites Part II Join us in tweeting this webinar #LIOX @Lionbridge

Presented by Dr. Nitish Singh www.globalizationexecutive.com Moderated by Kathleen Bostick November 2009

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All material in the presentation is copyright-Nitish Singh, Saint Louis University ITS, 11/24/2008

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Introductions Dr. Nitish Singh Assistant Professor of International Business at Boeing Institute of International Business at Saint Louis Universityy ncsingh72@gmail.com Dr. Singh is also the co‐author of the critically acclaimed book: The Culturally Customized Web Site: Customizing Websites for the Global M k l Marketplace Ph.D. in Marketing and International Business from Saint Louis University and an MBA and MA from Universities in India and the UK Program leader: Executive Certificate in Web Globalization Program leader: Executive Certificate in Web Globalization Management

Kathleen Bostick VP Global Business Development, Lionbridge p g kathleen.bostick@lionbridge.com More than 15 years experience in the translation and localization industry Responsible for creating world‐class global marketing programs for Lionbridge’s global language and translation strategic business unit Company confidential – distribution prohibited without permission

About Lionbridge

Global Scale

Market Leadership

4,600 employees 26 countries

Leader in $14B services industry • Translation and adaptation of products

• Global network of 25,000 translators

and content for international markets

Hosted Technology

Global Clients

Web-based W bb d language l technology t h l platform

Recurring relationships with 500+ global clients

• Enhances competitive advantage • Drives efficiency

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• 80% of revenue comes from recurring clients • 12 of the Fortune 20 companies are client

What is a Culturally Customized web site?

A web site that reflects complete “immersion” in the culture of the target market A web site that addresses three levels of cultural adaptation: perception, symbolism, and behavior A web site that that goes beyond simple translation, and cosmetic adaptation when targeting different and cosmetic adaptation when targeting different countries and/or cultures In short, Cultural Customization begins where basic “localization” ends

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What is a Culturally Customized web site?

The basis for cultural customization of web sites is a theoretically‐ sound, empirically‐validated framework built on specific cultural values that account for similarities and differences across global l th t t f i il iti d diff l b l cultures Presented in the book, “The Culturally Customized Web Site”

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Cultural Values

Cultural values Individualism‐Collectivism Power Distance Uncertainty Avoidance Masculinity‐Femininity Company confidential – distribution prohibited without permission

Cultural Values

Individualism‐Collectivism A belief in the importance of the goals of the individual (individualism) versus the goals of the group (collectivism) In individualistic cultures the needs values and goals of an In individualistic cultures, the needs, values, and goals of an individual take precedence over group goals; the opposite is true for collectivistic cultures

Power Distance A belief in authority and hierarchy Cultures high on power distance accept power and hierarchy in the society and are low on egalitarianism hierarchy in the society and are low on egalitarianism.

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Cultural Values

Uncertainty Avoidance The importance of predictability, structure, and order (high Th i f di bili d d (hi h uncertainty avoidance) versus a willingness for risk‐taking and an acceptance of ambiguity and limited structure (low uncertainty avoidance) avoidance) People from cultures high on uncertainty avoidance tend to have low tolerance for uncertainty and avoid ambiguous situations

Masculinity‐Femininity A belief in achievement and ambition (masculine) versus a belief in A belief in achievement and ambition (masculine) versus a belief in nurturing and caring for others (feminine) Masculine cultures value assertiveness, material possessions, and success while feminine cultures place more value on helping success, while feminine cultures place more value on helping others, preserving the environment, quality of life, and nurturance Company confidential – distribution prohibited without permission

Cultural Map‐1

Web Features‐1

Uncerta ainty Avoid dance Inde ex

Web Features for Customization Soft –sell Approach Aesthetics

Web Features for Customization f ll h Customer Service Soft‐Sell Approach Guided Navigation Aesthetics Tradition Theme Local Stores Local Terminology Local Terminology Free Trails/Downloads Toll Free Numbers Transaction Security

Web Features for Customization Quizzes and Games Realism Theme Product Effectiveness Clear Gender Roles

Web Features for Customization Customer Service Quizzes and Games Guided Navigation Realism Theme Tradition Theme Product Effectiveness Local Stores Clear Gender Roles Local Terminology Local Terminology Free Trails/Downloads Toll Free Numbers Transaction Security

Masculinity-Femininity index Company confidential – distribution prohibited without permission

Cultural Map‐2

Web Features‐2 Small power distance Collectivist

Large power distance Collectivist

Individ dualism-Co ollectivism m

Web Features for Customization Clubs/Chat Rooms Newsletter Family Theme National Identity Loyalty Programs Loyalty Programs Links to Local Sites Web Features for Customization Privacy Statement Independence Theme Product Uniqueness Personalization

Web Features for Customization Firm Hierarchy Info Firm Hierarchy Info Images of Management Quality Assurance Vision Statement Pride of Ownership Relevant Titles

Web Features for Customization Firm Hierarchy Info i i h f Images of Management Quality Assurance Vision Statement Pride of Ownership Pride of Ownership Relevant Titles

Small power distance Individualist

Privacy Statement Independence Theme Product Uniqueness Personalization

Large power distance Individualist Power-Distance index

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Clubs/Chat Rooms Clubs/Chat Rooms Newsletter Family Theme National Identity Loyalty Programs Links to Local Sites Links to Local Sites

Cultural Customization Score Card Given the target country of a web site, we can quantify (in the form of a “scorecard”) the extent of cultural customization of that site We use “content analysis” (a specific statistical technique) to measure the degree to which the web site has features consistent with the target country’s cultural values. The scores listed in the scorecard can judged as follows: judged as follows: >90% 70‐89% 70 89% <70%

= Excellent Customization on Cultural Value = Good Customization on Cultural Value Good Customization on Cultural Value = Poor Customization on Cultural Value

The scorecard provides a “snapshot” diagnosis of the level of Cultural customization (or the lack thereof) for the target country, presently exhibited by that site.

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Cultural Customization Score Card The Cultural Customization ScorecardTM Website: Target Country:

Values

Cultural Scores

Individualism Collectivism

Not Relevant

5/30 16.67%

Uncertainty Power Masculinity Low High Avoidance Distance Contest Context 26/40 65.00%

9/20 45.00%

5/15 33.33%

Not Relevant

5/15 33.33%

Note: we offer detailed analyses and recommendations to effectively modify the site so that it is Optimally customized to a specific country/culture. Further, we also odder services to help design p y p f y/ , p g new sites customized to targeted countries/cultures. For more information on these services, please contact: singhn2@slu.edu Company confidential – distribution prohibited without permission

Examples

What collectivist feature is being used here to hit the sweet spot?

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Family Theme

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Example

What Individualist feature is being used here to hit the sweet spot?

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Example

What feature is being used here to lower uncertainty and hit the sweet spot?

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Example

What Individualist feature is being used here to hit the sweet spot? here to hit the sweet spot?

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Example

Excite E it Japan: J Devoted D t d exclusively to women (www.excite.co.jp).

www.toshiba.co.jp

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Reverse Sexism

Scooter for Men Scooty for Women!

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Yahoo! Localization

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Yahoo! Localization

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Localization

Chinese site shows auspicious dragons, and liberal use of red and gold depicting happiness and power respectively (www.avl.com).

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Colors Different colors mean different things to people in different cultures. This is because colors have a high symbolic value among different cultures.

Most liked colors in Countries: Most liked colors in Countries: Austria: Blue, green and white (Least liked: Purple and Gold) Brazil: White Blue and Green (Least liked: Orange and Gold) Brazil: White, Blue and Green (Least liked: Orange and Gold) Canada: Black, Blue and White (Least liked: Gold and Brown) Colombia: Blue, white and green (Least liked: Orange and Brown) Hong Kong: White Blue and Black (Least liked: Orange and Brown) Hong Kong: White, Blue and Black (Least liked: Orange and Brown) Taiwan: Blue, White and Purple (Least liked: Red and Gold) U.S: Blue, Green and Black (Least liked: Orange and Yellow) Company confidential – distribution prohibited without permission

Color Advice Edwards outlines three basic rules for color use: Keep it functional: that is to say that the meaning of the color b i being used should be clear for its intended use. d h ld b l f it i t d d Keep it context dependent: since color usage is also context dependent –make sure you understand the context and its cultural significance.

Research potential conflicts: ensure that color choice won’t contract sharply with nearby locales or intended context. contract sharply with nearby locales or intended context.

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Color Categories

Cross‐cultural differences in categorizing color and color ii l d l combinations arise because the cultural vocabulary limits the color discriminations people can make. make For Example, Indians p , distinguish between various shades of brown

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Mark Your Calendars!

Lionbridge Webcast: Designing and Localizing Websites for the Chinese Market: Do's and Don'ts Thursday, December 10, 2009 12:00 p.m. EST, 6:00 p.m. CET p , p

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Knowledge Center

Download White Papers • Building Stronger Brands Around the World: A Guide to Effective Global Marketing to Effective Global Marketing • Strengthening Global Brands: Key Steps for Meaningful Communications around the World • Building a Global Web Strategy: Best Practices for Developing your International Online Brand l i i l O li d

View Webinars On‐Demand • The Art and Science of Global Navigation • The Best Global Web Sites (and Why) • Mastering Multilingual Marketing

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Questions?

Dr. Nitish Singh singhn2@slu.edu www.globalizationexecutive.com g

Kathleen Bostick kathleen.bostick@lionbridge.com http://twitter.com/KathleenBostick

Li b id Lionbridge www.lionbridge.com http://blog.lionbridge.com htt //t itt http://twitter.com/Lionbridge /Li b id

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