How global companies communicate in host country: a glocalization strategy in web space

Abstract

Corporate web sites have significant roles in building a positive image with stakeholders, particularly in a host market environment with different cultural backgrounds and values. A content analysis was conducted to study the glocalization strategies of corporate web sites and depiction of cultural values of 47 international brands which were identified as having Indonesian web sites. The four types of glocalization strategies of corporate web site content differed in the depiction of cultural values on their web sites. The differences could be found in overall analysis and four of five cultural dimensions such as collectivism, uncertainty avoidance, power distance and high context communication. It integrates the theory of glocalization strategy and cultural values in the context of cyberspace, which represents a pioneering attempt in investigating the aforementioned issue.