There are many things that can only be understood by those who reside in a specific area. What's more, when the people of a certain culture meet head-on with people from another culture, there can be a great deal of misinterpretation between them.
Using sociological jargon, this can be categorized as a cultural clash. This happens when people from separate cultures try to communicate ideas without taking into consideration, the cultural differences that exist between them. When we as online entrepreneurs take on the challenge of “globalizing” our business, it is essential that we always keep in mind the value of communication. Sound communication will solve most problems in your daily business.
The World Wide Web enables a global delivery of products and services, as well as enabling better communication among users from different cultures and languages from all over the world. Many efforts are presently being made to assist in the variations among Internet users, such as cultural conventions and languages. We, as Web businesses, have to involve ourselves in these efforts as well. Whether we design and develop our own sites, or whether we hire that out, we do need to be a part of the “creation of the model.” Specifically, if we really want our Web sites to be enjoyed and used by visitors from different cultures, worldwide -- we must adapt our sites to those users.
So what can we do to evaluate and optimize our products for approval in other cultures? Other cultures can adopt or reject the product that sells well at home -- consumers in assorted cultures may use a product in many different ways and different perspectives. The first thing that needs to be done, once you’ve analyzed the situation for a particular area, is to take that information to your Web site. In some cases, this won’t mean a lot of change. But in other areas, your site will most likely need substantial changes to meet the localized needs.
Many usability issues appear when our Web sites are accessed by users from other cultures. The thing we really need is “multicultural” Web sites which are very different from “multi-lingual.” This is rarely just an issue of language or translation -- we need something more “universally” usable.
Consider the impact of culture on the understanding and the use of your site. Pay close attention to your own culture orientations. This will lead to a higher understanding of the preferred structures and interfaces for other cultures. Analyze the preferences, needs, wants, and expectations of visitors from different cultures. This will be your pathway from just cross-cultural theories -- to a genuine cross-cultural relationship.
Think internationally! Decide whether it will be better for international users to visit your original Web site or a local one. Get to know everything you can about your users. Know their characteristics, environment, intentions, their typical levels of education, and their patterns of interaction. Take care when you decide about words or phrases, symbols, graphics, and colors. What is suitable for a western culture might have a seriously different meaning for users from other cultures.
Your best-practices solution would be to adapt your original site to accommodate as many different cultures as possible. Yes, a big task! But, once accomplished, your global doorway will present itself astonishingly well in your chosen locations.
When everybody involved in the product development and local branding has a basic understanding of the cultures of your particular locations, cultural literacy (we are knowledgeable and we trust our knowledge) will influence every important decision concerning the markets in your global areas. Cultural literacy could be defined as having developed the ability to stand in somebody else’s shoes, or to see and comprehend through his eyes.
These are evolutionary ideas for 21st century business!
Jonathan Myers, Editor
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