Graduation Year
2022
Date of Submission
4-2022
Document Type
Open Access Senior Thesis
Degree Name
Bachelor of Arts
Second Department
Economics
Reader 1
Hans Rindisbacher
Reader 2
Friederike Schwerin-High
Terms of Use & License Information
Rights Information
© 2022 Maximilian J Weirauch
Abstract
This thesis draws on Geert Hofstede’s cultural dimensions model, connects it to basic principles of web design, and applies it to a website analysis of the global non-profit organization Greenpeace. This case study of cultural dimensions in web design utilizes Hofstede’s framework from 1974 throughout all its chapters and focuses on the cultural differences between Germany and the U.S. My hypothesis that successful marketing materials such as websites must communicate differently with their U.S.-American and German audiences is partially borne out. But it is important to note that Hofstede’s cultural dimensions model cannot fully account for certain intercultural dimensions of the internet and certainly not for the significant design changes over time that my inquiry takes into consideration.
Recommended Citation
Weirauch, Maximilian J., "Greenpeace in Germany and the U.S.: A Case Study in Non-Profit Web Design" (2022). CMC Senior Theses. 3056.
https://scholarship.claremont.edu/cmc_theses/3056
Included in
Advertising and Promotion Management Commons, German Linguistics Commons, Marketing Commons, Nonprofit Administration and Management Commons, Other English Language and Literature Commons, Other Film and Media Studies Commons, Other German Language and Literature Commons, Visual Studies Commons
