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To Localize or to Standardize on the Web: Empirical Evidence from Italy, India, Netherlands, Spain, and Switzerland

Nitish Singh (California State University Chico)
Olivier Furrer (University of Nijmegen)
Massimiliano Ostinelli (Politecnico di Milano)

Multinational Business Review

ISSN: 1525-383X

Article publication date: 11 March 2004

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Abstract

With the growth of worldwide e‐commerce, companies are increasingly targeting foreign online consumers. However, there is a dearth of evidence as to whether global consumers prefer to browse and buy from standardized global web sites or web sites adapted to their local cultures. This study provides evidence from five different countries as to whether global consumers prefer local web content or standardized web content. The study also measures how the degree of cultural adaptation on the web affects consumer perception of site effectiveness.

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Citation

Singh, N., Furrer, O. and Ostinelli, M. (2004), "To Localize or to Standardize on the Web: Empirical Evidence from Italy, India, Netherlands, Spain, and Switzerland", Multinational Business Review, Vol. 12 No. 1, pp. 69-88. https://doi.org/10.1108/1525383X200400004

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited