A Study of Cultural Differences in Global Corporate Web Sites

Abstract

With the advent of the Internet and related networking and communication technologies, many have speculated that the ubiquitous nature of these technologies has a homogenizing effect and contributes to cultural convergence. Others would argue that as the rest of the world embraces the Internet, American influence will decline and the Internet will turn into a multi-cultural community as rich as the diversity of the world. In a landmark study, Hofstede (7) found that national cultures differ along several dimensions. He believed that national cultural values and differences have existed for a long period of time and are stable. Subsequent research has both confirmed and challenged the validity of Hofstede's conclusions for the long term.This paper investigates whether or not differences in national culture are evident in the web sites of global corporations or if national cultures, as reflected through these web sites, have converged.