Language in globalised interactive business: adaptation vs. standardisation

We investigate language-related choices made in online firms characterized 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 has little received scrutiny. Using survey data, we investigate the role language plays in online firms. We scrutinize whether or not firms significantly adapt to their targeted markets through language and how such adaptive or standardizing behaviour relates with firm internationalization level, and further, 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. ‘Internationalization’ we study through expanding into new geographic markets and language areas. Some measured topics are factors in firm online language strategy.

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