6533b852fe1ef96bd12aac7c
RESEARCH PRODUCT
Language in globalised interactive business: adaptation vs. standardisation
Meiqi FangUlla-riitta Ahlforssubject
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 collectionBusinessstrategyglobalizationdescription
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 interact with their environment, we use a customer viewpoint - including consumer and business customer - and business network viewpoint. 'Internationalisation' we study through expanding into new geographic markets and language areas. Some measured topics are factors in firm online language strategy.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2017-01-01 | International Journal of Electronic Business |