Cultural Challenges of International Websites

Presenter: Victor Aimi

Research Category: Interdisciplinary Topics, Centers and Institutes
College: College of Professional Studies
Major(s): Corporate & Org Communication
Student Type: Graduate
Graduation Date: 2021
Award Winner Category: Platform Economy

As people around the world spend more time online, ecommerce continues to grow, and organizations of all kinds find opportunities to serve international clients. Intercultural communications research uncovers a blind spot between US technology companies doing business in Latin America. There are systems to interpret a website in multiple languages, but organizations still face a series of tough challenges to use their websites to nurture effective relationships with people from diverse cultures. One problem is that information is often automatically presented in the local language of the reader. Research states that readers prefer to choose what language to read on. A new approach is introduced to break down those challenges applying the four dimensions of cultural intelligence (CQ), specifically metacognitive CQ, cognitive CQ, motivational CQ, and behavioral CQ (Ang; Van Dyne; Koh; Ng; Templer; Tay; Chandrasekar, 2007). By mapping those dimensions to the organizationÕs culture, industry, nationality, and technology, an innovative application has been created. Integration of cultural insecurity by J. Ahearne (2017), along with the latest state of the art search engine optimization techniques as imparted by J. Logozzo (2020) have formulated an opportunity to close the cross-cultural communication gap. This approach allows for a series of tools and solutions to overcome the complexity of creating and administering international websites applicable to organizations of any field, size, and origin.