July 12, 2002
IWIPS, Austin/Texas
„TLCC – Towards a framework for systematic and
successful product internationalization“
Christian Sturm
University of Freiburg, Germany
supported by
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
Overview
• background
• the framework
• discussion
2
supported by
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
Background
• study of computer science and computer graphics
• 1-year-stay in Mexico City (studies, working, diploma)
• virtual identity ag, Freiburg
• aquantum gmbh, Freiburg
• since Sept. 2001: University of Freiburg, PhD programm
• Cognitive Psychology, Cultural Anthropology
• current research: cultural differences in the use of
mobile devices with focus on Latin America
3
supported by
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
TLCC - The framework4
supported by
Technology
Language
Culture
Cognition
infrastructure
linguistics
functionality
interaction
• cell phone: GSM, TDMA, UTMS
• video system: PAL, NTSC, SECAM
• Power supply and plugs: 50/60 Hz with 220/110 V
• character sets, Unicode: ISO-Norms
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
TLCC - The framework (cont‘d)5
supported by
Technical level
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
TLCC - The framework (cont‘d)6
supported by
Technology
Language
Culture
Cognition
infrastructure
linguistics
functionality
interaction
• different language versions of manuals and interfaces
• considering:
• translation
• punctuation
• words
• grammatic
• But: often without cultural adaptations
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
TLCC - The framework (cont‘d)7
supported by
Linguistic level
www.arabia.com
arabic englisch
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
TLCC - The framework (cont‘d)8
supported by
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
TLCC - The framework (cont‘d)9
supported by
doing beingAction
Spain Mexico
Pretérito indefinidoActions as single moment
Perfecto compuestoActions as period of time
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
TLCC - The framework (cont‘d)10
supported by
Technology
Language
Culture
Cognition
infrastructure
linguistics
functionality
interaction
• context of use
• functional requirements
• meanings
• symbols, icons
• metaphors
• goal setting of the user
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
TLCC - The framework (cont‘d)11
supported by
Cultural level
www.hva.nl/
www.rau.edu.uy/universidad/
www.cem.itesm.mx/
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
TLCC - The framework (cont‘d)15
supported by
Technology
Language
Culture
Cognition
infrastructure
linguistics
functionality
interaction
• presentation of functionality
• information architecture
• menu structures
• priorities
• interaction styles
• basic human cognitive processes
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
TLCC - The framework (cont‘d)16
supported by
Cognitive level
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
TLCC - The framework (cont‘d)17
supported by
Cognitive level - perception
Müller Lyer - Illusion Horizontal - Vertical Illusion
(Segall, 1966)
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
TLCC - The framework (cont‘d)18
supported by
Cognitive level – spatial cognition
• Nasar (1984)
• Japan: orientation by vegetation and vehicles
• USA: orientation by new buildings
• Wassmann (2000), Indonesia
1
2
W E
Sea
Mountain
W E
Sea
Mountain
1: 2:
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
TLCC - The framework (cont‘d)19
supported by
Cognitive level – cognitive processes
• Wagner (1978)
• differences in the processes involves in STM
• based on schooling
• Campbell (2001)• Chinese outerperform English-speaking Canadians in arithmetic based on cultural differences
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
TLCC - The framework (cont‘d)20
supported by
Cognitive level – research
• 4 components involved
• researcher
• subjects
• product/technology
• method (tasks and content)
Towards a framework for systematic and successful product internationalizationJuly 12, 2002
Christian SturmUniversity of Freiburg, Germany
To sum it up...21
supported by
Don´t assume that there are no significant differences just because they cannot be seen at first sight.
Don´t project your own way of using information technology to members of different cultural groups without further investigation if this is appropiate.
Try to combine approaches of different scientific disciplines.
Thank you!