Publications

Publication details [#49585]

Chang, Chingching and James C. Tsao. 2002. Strategy in Taiwanese and US corporate web pages: A cross-cultural comparison. Asian Journal of Communication 12 (2) : 1–29.

Publication type

Article in journal

Publication language

English

Keywords

communicative style | crosscultural context | organization | social relationship | website

Place, Publisher

Routledge

Annotation

This cross-cultural study explores and compares the communication strategies used by Taiwanese and US advertisers in corporate Web pages. Taiwanese companies seem more eager to demonstrate their sales intent, and companies in both countries use different styles of relationship marketing.