Multinational corporate website strategies and influencing factors: A comparison of US and Korean corporate websites

Wonsun Shin, Jisu Huh

Research output: Contribution to journalArticlepeer-review

12 Scopus citations


This study, using a content analysis method, explored whether and to what extent multinational corporate websites targeting different markets are standardized. It also tested three organizational factors-country of origin, company size, and product type-for their potential influence on the level of corporate website standardization. A sample of 52 top US-based multinational companies and 52 Korea-based multinational companies was drawn and a total of 104 pairs of websites for these companies were content-analyzed. Overall, the degree of website standardization was not significantly different between companies based in the two countries. The results suggest that both US and Korean multinational corporations tend to maintain their websites in a similar way when targeting the home and foreign markets. Among the three organizational factors, only product type-B2B versus B2C products and durables versus non-durables-was found to be significantly associated with the level of website standardization. This study makes important contributions to the research literature by offering new information on the current state of multinational corporate website strategies and advancing our knowledge about international marketing communications on the Internet and influencing factors.

Original languageEnglish (US)
Pages (from-to)287-310
Number of pages24
JournalJournal of Marketing Communications
Issue number5
StatePublished - 2009


  • Corporate websites
  • Cross-cultural marketing
  • International advertising
  • Standardization


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