Aaron Marcus
Aaron Marcus and Associates, Inc.
Introduction
Globalization
Definitions: Globalization, Interationalization, and Localization
Advantages and Disadvantages of Globalization
Globalization Development Process
Critical Aspects for Globalization: General Guidelines
An Example of Specific Guidelines: Appearance
Globalization Case Study
Planet Sabre
Cultural Dimensions
Culture: An Additional Issue for Globally Oriented UI Designers
Hofstede’s Dimensions of Culture
Power Distance
Individualism versus Collectivism
Masculinity versus Femininity
Uncertainty Avoidance
Long-versus Short-Term Time Orientation
Design Issues
Conclusions and Future Research Issues
Acknowledgments
References
URLS and Other Information Resources
Figure 23.1: Example of Planet Sabre home screen showing typical icons for passenger, airline booking, hotel rental, car rental, and e-mail (post box).
Figure 23.2: Example of dialogue box in the Customizer application, by which users can change the icons to become more culturally relevant.
Figure 23.3: TeamWare Finnish screen patterns.
Figure 23.4: High power distance: Malaysian university Web site.
Figure 23.5a: Low power distance.
Figure 23.5b: Dutch educational Websites.
Figure 23.6: High individualist value: U. S. National Park Web site.
Figure 23.7: Low individualist value: Costa Rican National Park Website.
Figure 23.8: “What ’s Cool”: Political message about exploitation of children.
Figure 23.9: High masculinity Web site: Excite.com for women in Japan.
Figure 23.10: Medium masculinity Web site: ChickClick.com in the United States.
Figure 23.11: Low masculinity Web site: Swedish Excite.com.
Figure 23.12: High uncertainty avoidance: Sabena Airlines Web site from Belgium.
Figure 23.13: Low uncertainty avoidance: The British Airways Website.
Figure 23.14: Low Long-term orientation: Web site form Siemens Germany.
Figure 23.15: High long-term orientation: Web site from Siemens in China.