2b. Cultural Appropriateness

This section covers some of the elements that show a cultural awareness not just of the cultural dimensions discussed by Hofstede and others, but also in terms of cultural crossing – being aware of cultural etiquette and understanding as well as demographics and urbanisation.

It is perhaps not surprising that the layout of multinational business websites and menu items for software seem to be growing more similar over time, research has highlighted the fact that “online users prefer localized over standardized web content.”(Segev et al, 2007)1  It appears that even websites designed for global companies develop a distinctive localised feel over time with a diversity of content, written language style and use of differing