july 12, 2002 iwips, austin/texas „tlcc – towards a framework for systematic and successful...

July 12, 2002

IWIPS, Austin/Texas

„TLCC – Towards a framework for systematic and

successful product internationalization“

Christian Sturm

University of Freiburg, Germany

mail@christian-sturm.com

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!