McDonalds cross-cultural

Topics: Geert Hofstede, Culture, McDonald's Pages: 25 (6363 words) Published: May 16, 2014
Ministry of Education and Science of Ukraine
Donetsk National Technical University
Higher School of Economics and Management
Department of Foreign Languages for Professional Communication

Cross-Cultural Management Project

A CROSS-CULTURAL ANALYSIS OF McDonald’s WEBSITE FOR DIFFERENT COUNTIES.

Written by Katya Supanova
Nastya Zbandut

Group FEAE09

Надійшла на кафедру/ Submitted:
«_____» ________________ 200_р.

Перевірена/ Checked:
«_____» ________________ 200_р.

Оцінка/Grade: _______________________________________________

Викладач/ Lecturer: ______________________________ N.Yu.Todorova Table of Contents

Introduction…………………………………………………………………p.3

1 Theoretical Issues and Ideas……………………………………………...p.5 1.1 1.1 Website as Method of Communication between Company and Its Customers……………….……………………………………… p.5 1.2 McDonald’s Corporation…………………………………………………. 1.3 Analysis’s Criteria…………………………………………………………

2 ‘Communicative Effectiveness of the Company Website in Various Countries’……………………………………………………………………………. 2.1 McDonald’s Site for Ukrainian Customers……………………………….. 2.2 McDonald’s Site for Russian Customers…………………………………. 2.3 McDonald’s Site for German Customers…………………………………. 2.4 McDonald’s Site for American Customers……………………………….. 2.5 McDonald’s Site for Canadian Customers………………………………..

3 Recommendations for Improvement of McDonald’s Websites………….. 3.1 Cultural awareness in Web Design……………………………………….. 3.2 Potential Improvements for the McDonald’s Websites of Particular Countries……………………………………………………………………………..

Conclusion…………………………………………………………………….

List of References…………………………………………………………….

Introduction

The Internet has made the world a smaller place, especially when it comes to online business – it’s now just as easy for a company to attract customers in Nairobi as it is in Nevada. This technological globalization doesn’t translate to cultural homogeneity, though–while you might be able to find a McDonalds in nearly every city on earth now, that doesn’t mean that every city eats and thinks and shops in the same way. Every national and cultural group in the world retains its own language, its own metaphors, its own identity, and thus, its own way of shopping. At about the same pace as the popularity of the Internet increased, visions flourished of the World Wide Web as a tool for bringing the world together. The marketing world in particular quickly embraced the Internet as an ideal medium for reaching beyond domestic markets in order to disseminate products to foreign markets. By understanding how communication styles may be reflected on websites, we come a step further towards identifying, and subsequently realizing the potentials of, the interactive nature of the Internet. This would be rewarding not only from the marketing perspective, but also for those organizations that are working on bringing the world closer together through dialogue. Intercultural communication competence, as Chen and Starosta [1] note, is imperative for human progress, and it is by studying communication styles and understanding how to use them that we may be able to communicate more clearly, and promote dialogue between "us" and "them." The interactive and global nature of the Internet has fostered many visions of mutual understanding among cultures, although the means for achieving this are still at a very early, exploratory stage. A number of studies on the relationship between website design and cultural dimensions have been conducted. Studies like Marcus and Gould [2] and Sheridan [3] analyzed both commercial and non-commercial websites in an effort to identify relationships between Hofstede's cultural dimensions and visual presentation on the. In this work also were used Hofsted’s researches[4, 5], mainly his typology of cultures that is the most widely accepted and frequently cited theories. Also Hall’s description of some cultural dimensions was used [1, 7,...

References: 1 Chen, G., & Starosta, W. (1998). Foundations of Intercultural Communication. Boston: Allyn and Bacon
2 Marcus, A., & Gould, E
5 Hofstede, G. (1980). Culture 's Consequences: International Differences in Work-Related Values. Beverly Hills, CA: Sage.5
6 Hall, E.T., The Hidden Dimension, Anchor Books/ Doubleday, New York, 1990
7 Hall, E.T. (1976). Beyond Culture, New York: Doubleday7
8 Hall, E.T
9 Hall, E.T. (1985). Hidden Differences: Studies in International Communication, Hamburg: Grunder and Jahr9
10 Hall, E.T
11 Kluckhohn, F. R., & Strodtbeck, F. L. (1961). Variations in value orientations. Evanston, Illinois: Row, Peterson.11
12 Gudykunst, W
13 Richard D. Lewis When Cultures Collide. Managing Successfully Across Cultures. NB Publishing, 2000 13
14 Feher, A.; Towell, E
15 Granger, M.J.; Schroeder, D.L. (1996) - Integrating the Internet into the business environment, Internet Research: Electronic Networking Applications and Policy;
16 McDonald 's http://en.wikipedia.org/wiki/McDonald%27s 16
19 Hall, E. T. (2000). Context and meaning. In L. A. Samovar & R. E. Porter (Eds.), Intercultural Communication: A Reader, 9th ed. (pp. 34-43). Belmont, CA: Wadsworth Publishing Co.
20 Christian Arno, 2010. Four Steps For Effective Cross-Cultural Website Design < http://aext.net/2010/03/effective-cross-cultural-website-design/ >19
21 Morrison, T
22 Kaplan, R. (1966). Cultural thought patterns in intercultural education. Language Learning, 16, 1-20.21
23 Choe, Y
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