Graduation Year


Date of Submission


Document Type

Open Access Senior Thesis

Degree Name

Bachelor of Arts

Second Department


Reader 1

Hans Rindisbacher

Reader 2

Friederike Schwerin-High

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© 2022 Maximilian J Weirauch


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.