| Abstract [eng] |
The influence of culture on corporate internet communication is a very relevant topic in the 21 c. and thus often discussed by researchers in literature related and articles. That is where the relevancy of this topic arises as the latter specifics in this work are analyzed from exactly this perspective i.e. how in terms of adaptation and standardisation company deals with the cultural issues brought about by the presence of the influence of culture. It’s not without tuning up (adapting or standardising) its corporate that the company can take advantage of the numerous possibilities in nowadays information and internet age. However, the right balance between adaptation and standardization is difficult to find and can differ vastly depending on the business type and strategies. The subject of this work is adaptation and standardisation on the culturally influenced corporate website. Obviously the foundation of this subject is based on the idea that such cultural influence in terms of corporate websites does exist. The purpose of this work is to analyse the adaptation and standardisation on corporate websites as a way of them handling the cultural influence brought about by the strange environment thus disclosing the nature of the web adaptation to consumer. Taking into consideration the purpose of the work the goals of the work are as follows: 1. to analyse the main theories related to the topics of culture, corporate internet communication, adaptation and standardisation and find the points of convergence; 2. to disclose the concept of culture and its importance for the internationally operating companies; 3. While relying on the main theories of relevance analyse the elements of culture; 4.to explore the concept of adaptation and standardisation and their significance in the activities of contemporary companies; 5. to research the websites of international companies in Lithuania and Poland; 6. while relying on the criteria based on the foundation of theories determine the cultural dimensions and the features that they constitute of on the websites of the selected companies and disclose the level and nature of their adaptation. The results of the work reveal that the corporate communication on the websites is by no means left culturally neutral. Therefore it appears logical that website adaptation ought to be applied to some extent. In this sense the way of adapted standardisation seems to be the most realistic solution for most of the companies with complete adaptation being too costly and complete standardisation too unrealistic. |
