Evaluating The Projection Of Corporate Culture Online

Abstract

It is argued that corporate culture projection should be considered an important business strategy and a crucial factor in entering different business environments. The framework presented in this paper is based on an extension of the AIPD web evaluation model (attracting, informing, delivering, positioning) to a greater focus on a firms’ stakeholders. Using this framework, the paper presents an empirical investigation of web organization and content of sites in three countries. The website evaluations and statistical analyses support the idea that websites can consistently project an appealing corporate culture if web content is structured with stakeholders in mind.