Right messages for the right site: On-line creative strategies by Japanese multinational corporations

This is an Accepted Manuscript of an article published by Taylor & Francis Group inJournal of Marketing Communications on (2003), available online at:http://www.tandfonline.com/http://dx.doi.org/10.1080/1352726032000129908

Detalhes bibliográficos
Autores: Okazaki, Shintaro, Alonso Rivas, Javier
Tipo de documento: artigo
Data de publicação:2003
País:España
Recursos:Universidad Autónoma de Madrid
Repositório:Biblos-e Archivo. Repositorio Institucional de la UAM
Idioma:inglês
OAI Identifier:oai:repositorio.uam.es:10486/669260
Acesso em linha:http://hdl.handle.net/10486/669260
https://dx.doi.org/10.1080/1352726032000129908
Access Level:Acceso aberto
Palavra-chave:Content analysis
Creative strategies
Internet research
Japan
Marketing communications
Standardization
Economía
Empresa
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spelling Right messages for the right site: On-line creative strategies by Japanese multinational corporationsOkazaki, ShintaroAlonso Rivas, JavierContent analysisCreative strategiesInternet researchJapanMarketing communicationsStandardizationEconomíaEmpresaThis is an Accepted Manuscript of an article published by Taylor & Francis Group inJournal of Marketing Communications on (2003), available online at:http://www.tandfonline.com/http://dx.doi.org/10.1080/1352726032000129908The aim of this research was to compare the on-line creative strategies of Japanese multi-national corporations that are used at home and in foreign markets in the light of the standardization versus localization debate. Product-based websites created by the same Japanese firms were examined in Japan, Spain and the USA using a cross-cultural content analysis research framework. The findings show that Japanese multinational corporations are likely to localize their web communications through tailoring on-line creative strategies according to the target market. Domestically, soft sell approaches are used more than hard sell approaches in Japan, whilst the relation reverses in the USA. Spain equally weighs both approaches. Cross-culturally, while Japan tends to employ soft sell approaches more than the other countries, there is no significant difference across the three countries. On the other hand, the USA significantly differs from the others in terms of the usage of hard sell approaches. The dimension of creative executions in Spain seems more limited.The authors gratefully acknowledge the financial support provided by the Yoshida Hideo Memorial Foundation, TokyoTaylor & Francis LtdFacultad de Ciencias Económicas y Empresariales20032003-12-01research articlehttp://purl.org/coar/resource_type/c_2df8fbb1AMhttp://purl.org/coar/version/c_ab4af688f83e57aainfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10486/669260https://dx.doi.org/10.1080/1352726032000129908reponame:Biblos-e Archivo. Repositorio Institucional de la UAMinstname:Universidad Autónoma de MadridInglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:repositorio.uam.es:10486/6692602026-06-23T12:46:27Z
dc.title.none.fl_str_mv Right messages for the right site: On-line creative strategies by Japanese multinational corporations
title Right messages for the right site: On-line creative strategies by Japanese multinational corporations
spellingShingle Right messages for the right site: On-line creative strategies by Japanese multinational corporations
Okazaki, Shintaro
Content analysis
Creative strategies
Internet research
Japan
Marketing communications
Standardization
Economía
Empresa
title_short Right messages for the right site: On-line creative strategies by Japanese multinational corporations
title_full Right messages for the right site: On-line creative strategies by Japanese multinational corporations
title_fullStr Right messages for the right site: On-line creative strategies by Japanese multinational corporations
title_full_unstemmed Right messages for the right site: On-line creative strategies by Japanese multinational corporations
title_sort Right messages for the right site: On-line creative strategies by Japanese multinational corporations
dc.creator.none.fl_str_mv Okazaki, Shintaro
Alonso Rivas, Javier
author Okazaki, Shintaro
author_facet Okazaki, Shintaro
Alonso Rivas, Javier
author_role author
author2 Alonso Rivas, Javier
author2_role author
dc.contributor.none.fl_str_mv Facultad de Ciencias Económicas y Empresariales
dc.subject.none.fl_str_mv Content analysis
Creative strategies
Internet research
Japan
Marketing communications
Standardization
Economía
Empresa
topic Content analysis
Creative strategies
Internet research
Japan
Marketing communications
Standardization
Economía
Empresa
description This is an Accepted Manuscript of an article published by Taylor & Francis Group inJournal of Marketing Communications on (2003), available online at:http://www.tandfonline.com/http://dx.doi.org/10.1080/1352726032000129908
publishDate 2003
dc.date.none.fl_str_mv 2003
2003-12-01
dc.type.none.fl_str_mv research article
http://purl.org/coar/resource_type/c_2df8fbb1
AM
http://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10486/669260
https://dx.doi.org/10.1080/1352726032000129908
url http://hdl.handle.net/10486/669260
https://dx.doi.org/10.1080/1352726032000129908
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Taylor & Francis Ltd
publisher.none.fl_str_mv Taylor & Francis Ltd
dc.source.none.fl_str_mv reponame:Biblos-e Archivo. Repositorio Institucional de la UAM
instname:Universidad Autónoma de Madrid
instname_str Universidad Autónoma de Madrid
reponame_str Biblos-e Archivo. Repositorio Institucional de la UAM
collection Biblos-e Archivo. Repositorio Institucional de la UAM
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,300719

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