Strategy in Taiwanese and us corporate web pages: A cross‐cultural comparison

Abstract

This cross‐cultural study examines the communication strategies employed by Taiwanese and US corporate Web pages. The results show that communication strategies differ sharply between Taiwanese and US advertisers. Taiwanese companies appear to be more eager to show their sales intent than US companies. A remarkable contrast is also found in terms of publicizing the performance of social responsibility. Companies in both countries seem to show different styles in relationship marketing. The implications for cross‐cultural theories, international advertising, and socialeconomic differences are discussed.