This paper explores the differences between communicating with consumers in emerging economies compared with those in more developed economies. The nature of emerging markets is discussed in order to highlight differences that may impact on communication with buyers in those markets. One of the...

Purpose – The paper highlights the need for cultural sensitivity in designing web sites that are likely to be read by different cultural groups within one's own country or by people outside one's own country. Design/methodology/approach – The link between culture and communication is...