Basic Outline For Cross Cultural Online Marketing
May 22, 2008 by 
cindy
Cross cultural researchers have studied different behavioral values in different cultures. Geert Hofstede researched this a few decades ago.
And these different behavioral values are outlined extensively in the book The Culturally Customized Web Site.
What Are The Different Cultural Behaviors You Can Market To?
Basically The Culturally Customized Web Site outlines that different cultures have different ways of behaving along 5 different scales.
- High Individualism versus High Collectivism Behavior
- High versus Low Uncertainty Avoidance Behavior
- High versus Low Power Distance Behavior
- High Masculinity versus High Femininity Behavior
- High versus Low Context Behavior
These different behavior scales can be used by international internet marketers. Marketing towards these behavioral needs gives internet marketers tools to play with and tweak to get better responses from different countries and cultures.
This is especially helpful, if you are marketing to another country at the opposite end of one or more of these scales to your country.
