TY - JOUR
T1 - Strategy in taiwanese and us corporate web pages
T2 - A cross‐cultural comparison
AU - Tsao, James C.
AU - Chang, Chingching
PY - 2002
Y1 - 2002
N2 - This cross‐cultural study examines the communication strategies employed by Taiwanese and US corporate Web pages. The results show that communication strategies differ sharply between Taiwanese and US advertisers. Taiwanese companies appear to be more eager to show their sales intent than US companies. A remarkable contrast is also found in terms of publicizing the performance of social responsibility. Companies in both countries seem to show different styles in relationship marketing. The implications for cross‐cultural theories, international advertising, and socialeconomic differences are discussed.
AB - This cross‐cultural study examines the communication strategies employed by Taiwanese and US corporate Web pages. The results show that communication strategies differ sharply between Taiwanese and US advertisers. Taiwanese companies appear to be more eager to show their sales intent than US companies. A remarkable contrast is also found in terms of publicizing the performance of social responsibility. Companies in both countries seem to show different styles in relationship marketing. The implications for cross‐cultural theories, international advertising, and socialeconomic differences are discussed.
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U2 - 10.1080/01292980209364821
DO - 10.1080/01292980209364821
M3 - Article
AN - SCOPUS:85014500237
SN - 0129-2986
VL - 12
SP - 1
EP - 29
JO - Asian Journal of Communication
JF - Asian Journal of Communication
IS - 2
ER -