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Revision with unchanged content. In these times of rapid increase of internet usage, the question arises for multinational companies (MNCs) whether to standardise or adapt their inter net presence to different cultural groupings or even subcultures. The authors attempted to address this problem with an approach relatively new up to now. Global players have already realised their opportunities to add value to their company by setting up a high quality internet performance and a prop erly designed website. This raises the question whether these companies could use their basic home country website for all cultures or if any adaptation should be conducted. If so, it has to be determined on the one hand to what degree an adaptation still aligns with the corporate identity or on the other hand if the companies should rather respect the culture of the respective market they are operating in. The overall target of this research is therefore to assist MNCs by producing recommendations concerning the promotion of products and services for a particular transnational consumer group. There fore, country-specific websites of companies rooted in different cultural origins are selected for this research, namely EgyptAir, Mercedes-Benz and SonyEricsson. This publication targets at companies seeking to develop a foreign market in particular the Arab cultural area.

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Britt Alexandra Söder, BA hons.in International Business Intercultural Studies at Heilbronn University, Germany.Currently attending a Master of Science (MSc) programme in Risk Crisis Management at Liverpool John Moores University, United KingdomFormer Assistant Conference Manager of the five-star Steigenberger Hotel Group, Germany.

Verena Wiedmaier BA hons. in International Business-Intercultural Studies at Heilbronn University, Germany.Britt Alexandra Söder, BA hons.in International Business Intercultural Studies at Heilbronn University, Germany.

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