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Title:

eFinance Localisation: An Informal Analysis of Specific eCulture Attractors in Selected Indian and Taiwanese Sites

Author:

French, T., Minocha, S. & A. Smith

Abstract:

We have recently audited some prominent eFinance sites in two emerging emarkets, namely India and Taiwan. We attempt to relate some specific cultural ‘attractors’ embedded into these sites, to wider cultural phenomena. Our aim is to forewarn organisations considering entering these markets to the importance of culturally matching web-site content to the intended local audience (i.e. online banking customers in India and Taiwan). We offer the internationalisation community a pragmatic content driven ‘bottom-up’ approach to cross-cultural localisation. We believe that our approach, driven by first hand experience of these particular sites, markets and cultures, can complement (and ultimately perhaps integrate with) ‘top-down’ generic cultural models, such as the work of Hofstede.

Original publication:

Coronado, J., Day, D.L. & Hall, B. Designing for Global Markets 4, 9-21. 4th International Workshop on Internationalization of Products and Systems. Austin, Tex. USA. July 11-12, 2002.

Copyright:

© 2002 Product & Systems Internationalisation, Inc. ISBN: 0-9722184-0-8

Availability:

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©2018 Product & System Internationalisation, Inc.