Standardization as a precondition for the coordination of global websites: An empirical study of Japanese companies

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  • Kuriki Kei
    Professor, Graduate School of Business Administration, Kobe University
  • Mizukoshi Kosuke
    Professor, Department of Business Administration, Graduate School of Social Science, Tokyo Metropolitan University

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Abstract

<p>This study explores the role of standardization and coordination in the management of corporate websites. For this purpose, it empirically confirms the impact of standardization on website management by exploring the role of coordination in corporate website management in terms of global marketing. Through a survey of the corporate website management practices of Japanese international firms, we empirically test a modified version of the global marketing strategy (GMS) model. That is, companies’ internal organizational characteristics lead to the standardization of their websites which, in turn, has a positive effect on their marketing communication, which is intermediated by coordination activities. Further, this marketing communication effect has a positive influence on companies’ business growth. The results show the role of standardization as a precondition for the coordination of global website management; that is, the standardization of a corporate website has an incubator effect on the global coordination of website communication.</p>

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