Think global, act local! A cross-cultural study of five Nutella websites on adaptation
Why this work is in the frame
A frame that forgets how it found something cannot be audited. These are the routes that admitted this work.
Bibliographic record
Abstract
The aim of the present research is to analyse commercial websites of the same global brand from a cultural perspective looking for the presence of cultural patterns which might reflect marketers’ awareness for the need of cross-cultural adaptation.\nThrough a qualitative content analysis of main pages of in total five Nutella websites addressing Germany, Italy, Sweden, Canada and Australia, this paper targets to investigate how a global brand adapts to local cultures and more specifically which similarities/differences can be found on its websites and how these can be related to the culture of each country. In order to do so Hall’s and Hofstede’s taxonomies are used as the framework of analysis.\nThe findings of this paper show that in addition to several cultural characteristics that influence web design other factors such as law regulations, marketing strategies and the popularity of a product play a role when designing a website for a specific host-culture.\nThe diverse results make this study a contribution to the field of cross-cultural communication as well as of digital marketing. Finally, some possible limitations are recognized and suggestions for future research are also given.
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Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.000 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.002 |
| Science and technology studies | 0.003 | 0.001 |
| Scholarly communication | 0.000 | 0.001 |
| Open science | 0.001 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from it