The book is based on research that emphatically demonstrates the need for culturally-consistent web content when serving global market segments.

Research reveals that culturally customized web sites enhance usability, accessibility, time spent at a site, and site interactivity. Also, it increases purchase intention and attitude to the site.

To culturally customize web sites, this book provides a theoretically sound, rigorously tested framework, based on 36 web site features. 

"The book provides a methodology to achieve cultural customization for web sites, based on solid empirical research, achieving that rare balance of rigor and relevance. This is a must-read for anyone who wants to build brands in a global online marketplace."

--S. Krishnamurthy, Ph.D., Associate Professor, University of Washington;

Author, Contemporary Research in E-Marketing, and E-Commerce Management:Text and Cases.

MANAGERS/WEB DESIGNERS                     ACADEMICS/INSTRUCTORS