The Culturally Customized Web Site

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The Culturally Customized Web Site

• Chapter 6
• Cultural Customization
• Power Distance

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Power Distance
Power Distance is defined as the extent to which
the less powerful members of institutions and
organizations accept that power is distributed
unequally. A large power index (PDI) means that
inequalities among people are both expected and
desired. Whereas in a small power distance
culture (low PDI) inequalities among people
should be minimized.
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Power Distance
Countries high on power distance tend to have
more hierarchical social structure, emphasize
status and referent power, and value authority
and legitimacy. These people tend to be very
sensitive with regard to respect and obedience to
the elderly and authority figures. Example Caste
System of India The challenge is to depict
status, hierarchical structure and personal
authority on the web.

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Power Distance
Countries low on power distance tend to be more
egalitarian, accept less social hierarchy, and
value equal rights for all.

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Examples of High Power Distance Countries

• Malaysia
• Panama
• Guatemala
• Philippines
• China

• Mexico
• India
• Arab World
• Indonesia
• West Africa

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Examples of Low Power Distance Countries

• Austria
• Israel
• Denmark
• Ireland
• Costa Rica

• Finland
• Sweden
• Switzerland
• Germany
• USA

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High Power Distance Web Sites Should Emphasize

• Vision Statement
• Pride of Ownership Appeal
• Proper Titles

• Organizational Charts
• Executive Pictures
• Quality Assurance and Awards

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Example Web Sites

• 7-11 Japan (English version)