Longcloud : Languages in cyberspace

Abstract

Longcloud Lamb company specialises in organic, chilled and frozen New Zealand lamb products. The company manages current wholesale customers in export markets using an e-commerce platform. Longcloud Marketing Director Sarah Elder is looking for a website update in order to target new markets and present on-line offers in different languages. This case deals with both e-commerce and language / culture issues in an international business-to-business context. Meat is a highly culture-bound product especially due to religious prescriptions. The issues raised are: (1) cross-cultural consumer behaviour; (2) preparing a multi-lingual website; (3) the cost of developing such a website; and (4) the target market choices the company should make given its limited resources. The target audiences are undergraduate or graduate students in business administration or management information systems. It may be used as a basis for class discussion in an international marketing course but also in e-commerce classes. Note: Longcloud : Languages in cyberspace, Case Centre, Teaching note Case Reference no. 506-071-8