Essays about: "Ilaria Gioia"
Found 1 essay containing the words Ilaria Gioia.
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1. Think global, act local! A cross-cultural study of five Nutella websites on adaptation
University essay from IT-universitetet i Göteborg/Tillämpad informationsteknologiAbstract : The aim of the present research is to analyse commercial websites of the same global brand from a cultural perspective looking for the presence of cultural patterns which might reflect marketers’ awareness for the need of cross-cultural adaptation. Through a qualitative content analysis of main pages of in total five Nutella websites addressing Germany, Italy, Sweden, Canada and Australia, this paper targets to investigate how a global brand adapts to local cultures and more specifically which similarities/differences can be found on its websites and how these can be related to the culture of each country. READ MORE
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