The focus in this paper shall lie on the business’ website. When planning a website, the development process includes the research and analysis of the target group in order to catch their attention. Colors and symbols for instance are relevant for many cultures and need to be taken into account when designing a website. Due to the increasing globalization of markets, websites have to be adapted to the customer’s needs. Therefore, an investigation on cultural preferences is needed. Based on the study of the IT University of Copenhagen of 2005, this paper aims to answer the question of whether the company Starbucks is adapting its websites to the cultures of their international markets. Furthermore, it shall examine what the main differences of the websites are. Before that, the contexting theory by Edward T. Hall will be explained, followed by an outline on intercultural web design. The analyzed low context country will be Germany, whereas the high context country will be South Korea. As a conclusion, this paper will summarize the findings and give an outlook on the future of Hall’s theory.
Table of contents
1 Introduction
2 Intercultural communication approach by Edward Hall
2.1 High context cultures
2.2 Low context cultures
3 Cross-cultural communication in digital marketing
3.1 Particularities in intercultural marketing
3.2 Cultural adaptions in web design
4 Analysis of Starbucks’ websites of high and low context countries .
4.1 Low context example: Germany
4.2 High context example: South Korea
4.3 Comparisonandresults
5 Conclusion
6 Reference list
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