Do Multinationals Adapt their Communication in regard to Culture: Comparative Analysis of the Commercial Websites of Coca-Cola and L'Oréal

Abstract

This dissertation intends to analyse whether international companies adapt their communication depending on the national culture of the target audience or if they use a standardised approach. This analysis will rely on the homepages of two international brands: Coca-Cola and L’Oréal. We will analyse the websites of five countries in which those companies are based.