When To Highlight Company Prestige On Your Website

Photo: Aleksandar Momirovic

Last updated 16 August 2008

There are fives scales to measure different cultural behaviors.

• High Individualism versus High Collectivism Behavior
• Uncertainty Avoidance versus Low Uncertainty Avoidance Behavior
• High Power Distance versus Low Power Distance Behavior
• High Masculinity versus High Femininity Behavior
• High Context versus Low Context Behavior

Important: Read the Basic Guidelines For Using Cross Cultural Communication Web Tools before implementing any of these web tools.

There is more than one tool you can use to appeal to each of the different cultural behavioral traits.

We have already reviewed one web tools for cross cultural communication to cultures with low context behavioral traits:

• A Hard Sell Approach

Company Prestige

This week we will look at a second web tool for cultures with low context culture behavioral traits:

• Company Prestige

Cultures with a low context communication style, such as all of the major English speaking cultures, prefer straight forward communication.

These cultures respond well to highlighting a company’s prestige.

Let’s review the cultural behavior of low context behavior traits:

Traits Of Cultures With Low Context Communication

Some cultures are described as being low on the scale of context communication. These cultures communicate in a style where communication is:

• Direct
• Straightforward
• Detailed
• Without ambiguity

Here’s one thing you can do to communicate better with your clients in these cultures:

Highlight Use Of Company Prestige

In these cultures you will want to pay attention to:

• Any company ranking within an industry
• Any public indication of company size, growth, or value
• Any listing in industry media
• Any listing in media such as Fortune or Forbes

This is something most of the major English speaking cultures understand well and can easily equate with.

Use these cross cultural web tools to inspire you to improve your web communication with your international clients.

There is lots more on the different cultural behaviors in the June issues of the Get International Clients Weekly Newsletter. Sign up quickly for more tips and ideas for getting more out of your international marketing.

Important Notice

Basic Guidelines For Using This Web Tool

If you have not read the Basic Guidelines For Using Cross Cultural Communication Web Tools as mentioned in the very beginning of this article, please do so before implementing any of these web tools.

You need to look at the whole picture of all five cultural behaviors before tweaking how you use the specific web tools outlined here.

Cindy King is a Cross-Cultural Marketer and International Sales Specialist, with over 25 years field experience in international business development. Find out about how Cindy can help you get international clients