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The adaptation and standardization on websites of international companies: Analysis and comparison from websites of United States, Germany and Taiwan
Linköping University, Department of Management and Engineering.
Linköping University, Department of Management and Engineering.
2007 (English)Independent thesis Advanced level (degree of Magister), 10 points / 15 hpStudent thesis
Abstract [en]

To find an appropriate balance between centralization and localization is a key factor for a successful international company. From a company perspective, this thesis tries to figure out if the different aspects such as organizational culture, national culture and industry sector determine the standardization or adaptation of companies' websites and which website features are affected. The internationalization typology of Barlett and Ghoshal has been used to classify 12 companies from 3 industry sector according to their international strategy. Then their websites in United States, Germany and Taiwan will be analysed to compare if the internationalization types among their websites correspond to the expected. The results show that the three aspects impact the appearence of their websites.

Place, publisher, year, edition, pages
Institutionen för ekonomisk och industriell utveckling , 2007. , 106 p.
Keyword [en]
websites, internationalization, adaptation, standardization, industry, national culture, organizational culture
National Category
Business Administration
URN: urn:nbn:se:liu:diva-9801ISRN: LIU-IEI-FIL-A--07/0046-SEOAI: diva2:24170
2007-01-19, , C, Linköping Universitetet, 00:00
Available from: 2007-09-28 Created: 2007-09-28

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