An examination of standardization on select multinational company homepages



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Texas Tech University


Communication with consumers across cultures and nations has become increasingly important in the field of advertising due to the rapid growth of the world economy, the increase of mergers and acquisitions, the new access to market expansion and the advance of new media technology. Increased globalization has led multinational companies to ponder whether to standardize or adapt their marketing and advertising strategies across countries. In particular, the emergence of the Internet has changed communication in today's world. Marketers have perceived the Internet as an important medium due to its global reach and provision of rapid information. A number of companies have successfully expanded their markets by establishing web sites on the Internet.

This exploratory study is designed to examine the extent of standardization presented on multinational company (MNC) homepages.