Cross Cultural Communication

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Gary Muddyman

Presentation to CiB regional conference

Why? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Why 2? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Facts and Figures ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Global Internal Communication ,[object Object],[object Object],[object Object],[object Object]

Just Translation? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Standardize or Localize? ,[object Object],[object Object],Standardized Localized

Global Consumer Segments ,[object Object],High Global Identity/ Low National Identity (HGLN) High Global Identity/ High National Identity (HGHN) Low Global Identity/ High National Identity (LGHN) Low Global Identity/ Low National Identity (LGLN) Users‘ National Identity Users‘ Global Identity

Web localization Strategies KO: China KO: Norway KO: Brazil

Web localization Strategies APPLE: USA AAPL: Brazil APPLE: Denmark

Web localization Strategies Unilever: Denmark Unilever: Netherlands Unilever: India

Trompenaars ,[object Object],[object Object],[object Object],[object Object],[object Object]

Hofstede ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Do’s and Don’ts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Contacts ,[object Object],[object Object],[object Object],[object Object]

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