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Title: An inter-linguistic and inter-cultural analysis of global corporate web sites
Authors: Lee, MYP
Wong, LYF
Keywords: Aircraft industry
Corporate communications
National cultures
Worldwide web
Issue Date: 2006
Source: Corporate communications, 2006, v. 11, no. 3, p. 275-287 How to cite?
Journal: Corporate Communications 
Abstract: Purpose - This paper aims to identify inter-linguistic and inter-cultural commonalities and differences between web sites targeting, respectively, English and Chinese viewers, and to examine within-language and within-culture variations of web sites for viewers in Greater China. Design/methodology/ approach - Two comparisons were made: among the home and subsidiary web sites of the same corporation, McDonald's (, and across web sites of five corporations within the aviation industry. Findings - Corporate identity and positioning, corporate culture and citizenship are projected differently on the McDonald's web sites for the Anglo-American viewers and the Chinese viewers. Web sites written in the same language, Chinese, reveal within-language and within-culture variations in contents and style across different web sites in the fast food and aviation industries within Greater China. Research limitations/implications - A more extensive research on different industries can be conducted to validate the preliminary findings of this research. Relevant conceptual resources can then be developed to explain the inter-linguistic and inter-cultural differences. Practical implications - Findings from this comparative analysis help raise the corporate communicators' awareness of inter-linguistic and inter-cultural as well as within-language and within-culture variations when drafting contents for web sites targeting viewers of different linguistic and cultural backgrounds. Originality/value - Comparative studies of global web sites targeting viewers of, respectively, English and Chinese groups, and within-language and within-culture variations in Greater China are still limited. The findings from this research serve as a basis for future investigation for effective bilingual corporate communication from the linguistic and cultural perspectives.
ISSN: 1356-3289
DOI: 10.1108/13563280610680858
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