0000000000137012

AUTHOR

Meiqi Fang

showing 2 related works from this author

Language in globalized interactive business : adaptation versus standardization

2017

e-businessstandardizationonline marketingelectronic marketinginteractive businessinteraktiivisuuskieliadaptationstrategykansainvälinen markkinointiglobalization
researchProduct

Language in globalised interactive business: adaptation vs. standardisation

2017

We investigate language-related choices made in online firms characterised as 'interactive' and having multiple and varying audiences, in both consumer and business marketing environments. Online language choices and their relatedness with firm strategic and tactical behaviour have little received scrutiny. Using survey data, we investigate the role language plays in online firms. We scrutinise whether or not firms significantly adapt to their targeted markets through language and how such adaptive or standardising behaviour relates with firm internationalisation level, and furthermore, if this behaviour relates with how firms interact with their environment. When studying how firms interac…

Knowledge managementStandardizationComputer scienceinteractive businessadaptation02 engineering and technologyinternational marketinge-businessInteractivity020204 information systemsBusiness networking0202 electrical engineering electronic engineering information engineeringta518MarketingAdaptation (computer science)ta512ta113standardizationta112languageta213online marketingElectronic businessbusiness.industryelectronic marketingGeneral Business Management and AccountingOnline advertisingComputer Science ApplicationsinteractivityNew business developmentBusiness marketingSurvey data collectionBusinessstrategyglobalizationInternational Journal of Electronic Business
researchProduct