Level Of Customization Of Twenty American Companies To Spain

Abstract

The aim of this study is to demonstrate if American companies are culturally customizing their websites to the Spanish market and how effectively they are doing it. There are five levels of web customization: standardized, semi-localized, localized, highly-localized, and culturally customized websites (Singh and Pereira, 2005.) How do 20 American companies customize their websites for the Spanish market? The findings of this study is the starting point from many companies that actually operate in the Spanish market.