Do Mexican Companies Culturally Adapt Their Websites?

Abstract

Although some articles have tried to address the standardization/adaptation strategies of companies on the internet, there is still a lack of guidance on the issue, especially for companies outside of the United States. To help alleviate this shortage of guidance and provide Mexican web designers, web marketers, and IT managers with some insights into web cultural adaptation, this article conducted a comparative analysis of Mexican based companies’ domestic websites and their U.S. international websites, replicating a cultural adaptation framework from prior literature. Thirteen Mexican based Bolsa Mexicana de Valores (2005) companies were evaluated to test for the cultural adaptation of their Mexican and international websites. A content analysis of 26 Mexican domestic and U.S. international websites reveals non-significant cultural adaptation on the web; however, the results of the web content analysis are similar to those of previous research, which consider Mexican culture to score high in power distance, uncertainty avoidance, masculinity, and high-context cultural dimensions. However, for the collectivistic dimension, the results were opposite to those of previous research, which may suggest a need to develop and test other cultural adaptation frameworks for future research.