The Website Globalization and E-Business paper was researched and written by:

Martin Spethman Managing Partner Globalization Partners International mspethman@globalizationpartners.com Phone: 866-272-5874

Nitish Singh, PhD, Author of “The Culturally Customized Website”, “Localization Strategies for Global E-Business”, and Assistant Professor of International Business, Boeing Institute of International Business, John Cook School of Business, Saint Louis University. singhn2@slu.edu Phone: 314-977-7604

The Website Globalization and E-Business Series includes a series of brief reports on country-specific website globalization and e-business topics. The series includes:

• China• Japan• Germany• US Hispanic Market• Brazil• India

• Russia• Argentina• France• United Kingdom• United Arab Emirates

Globalization Partners International helps companies communicate and conduct business in any language and in any locale by providing an array of globalization services including:

• Translation• Multilingual Desktop Publishing• Software Internationalization & Localization• Website Internationalization & Localization• Software and Website Testing• Interpretation (Telephonic, Consecutive, Simultaneous)• Globalization Consulting• SEO (Global Search Engine Marketing)

To learn more about Globalization Partners International, please visit us at blog.globalizationpartners.com.

Website Globalization and E-Business France

This series of reports is meant to be a primer on e-Business as well as a collection of language, culture and website globalization facts by country. These reports are by no means a complete coverage of these topics. For more comprehensive or customized reports on country-specific Website Globalization and E-Business topics, please email mspethman@globalizationpartners.com.

No material contained in this report may be reproduced in whole or in part without prior written permission of Globalization Partners International. The information contained in this White Paper has been obtained from sources we believe to be reliable, but neither its completeness nor accuracy can be guaranteed.

© Copyright 2008 - 2014 Globalization Partners International. All rights reserved. ® All Trademarks are the property of their respective owners. All graphics used in this report were provided by Flickr, Google Images and other free internet resources for pictures.

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Globalization Partners International White Paper | 2014

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L The country name of France originates from the Franks, who were a Germanic tribe that occupied the region after the fall of the Western Roman Empire. (Wikipedia.org)

LRetail sites reached 84.5 percent of the online audience in France, making it the third biggest market in Europe in June 2013, after Germany and Russia. (Comscore.com, 2013)

L France is a member of the G8 group of leading industrialized countries, it is ranked as the world’s seventh largest and the EU’s second largest economy by purchasing power parity. With 39 of the 500 biggest companies in the world in 2010, France ranks fourth in the Fortune Global 500, ahead of Germany and the UK. (Wikipedia.org)

LApproximately 50% of the French population claims to have a foreign background. This makes France one of the most diverse countries in the world. (Wikipedia.org)

L In 2012 European ecommerce – including sale values of online retail goods and services such as travel bookings, ticketed events and downloads – grew by 19% to €311.6bn. The EU comprised 88.7% of that total, or €276.5bn. (Internetretailing.net)

LDuring 2012 Europe’s strength in ecommerce continued to be dominated by the UK (€96bn in sales), Germany (€50bn) and France (€45bn). Between them these three markets account for 61% of Europe’s total share of sales. (Internetretailing.net)

L 53% of all mobile phones in France are now smartphones. (Comscore.com)

LWith 83 million foreign tourists in 2012, France is ranked as the first tourist destination in the world, ahead of the US (67 million) and China (58 million). (UNWTO)

Fast Facts Numbers

General Stats GDP $2.613 Trillion (World Bank 2012)

Economy Growth Rate 0.1% (insee.fr 2013)

Population 66 Million (insee.fr 2013)

Internet Internet Population 52 Million (Internet World Stats 2012)

Online Spending $50 Billion (emarketservices.com 2012)

Summary sheet has been compiled through the use of sources from academia

I. Market Introduction and Stats

Country The value of the European online ad market 2012 (€m)

Europe 24,3 Billion

France

UK

Netherlands

Germany

Italy

2,770

6,642

1,207

4,551

1,418

Source: The European Interactive AdvertisingAssociation (www.eiaa.net)

(Hofstede, Geert. Culture’s Consequences, Comparing Values, Behaviors, Institutions, and Organizations Across Nations

Thousand Oaks, CA: Sage Publications)

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II. France Culture and the Online Consumer

French Culture and Values

The French culture is extremely rich and diverse. It reflects both regional differences and the influence of immigration. (Wikipedia.org)

The French culture can be described using five cultural values based on the work of Hofstede (1980). Professor Geert Hofstede conducted perhaps the most comprehensive study of how values in the workplace are influenced by culture and is the author of several books including “Culture’s Consequences” (2nd fully revised edition, 2001), and “Cultures and Organizations, Software of the Mind“ (2nd fully revised edition 2005).

Hofstede demonstrated that there are national and regional cultural groupings that affect the behavior of societies and organizations that are very persistent across time. Hofstede’s research showed that cultural values like Individualism-Collectivism, Power Distance, Masculinity-Femininity, High-Low Context and Uncertainty Avoidance can be used to categorize various national cultures.

A country’s culture is made unique based upon which of these five values are incorporated into daily life and the emphasis it puts on each. For example, France rates significantly on Individualism, Power Distance, High Context and Uncertainty Avoidance.

Insights into French Consumer Values:

LCulture: The French are very proud of their national culture, history and traditions. In order to connect with French consumers, it is important to thoroughly localize content to French culture. LEnvironment: French consumers tend to be very environmentally conscious. They prefer products that are natural and environmentally friendly. (Martin) LHumor: Research has shown that the French are receptive to messages that are delivered using an appeal to humor. For example, Tetly Herbal Tea uses the signature line, “Finally, an English product that is good for you.” (Biswas et al.; Martin) LHeritage: The French are very dedicated to preserving their heritage and are at times, reluctant to embrace foreign brands. For example, major American brands like Coca Cola, McDonalds and Disney have felt the unwillingness of the French consumers to embrace Pan-American culture. LCommunication: While the French tend to be individualistic in their work orientation, they tend to be relational in their communication and information societal roles. (Overby et al.) LProduct Attributes: French consumers prefer to rely on abstract attributes and relational consequences of a product, whereas cultures like the U.S. and Germany may emphasize the functional consequences and concrete attributes of a product. (Overby et al.) LTraditions: The French tend to be deep thinkers and seek to embrace creativity and beauty in every day representations. This may be part of the long established traditions of art, gastronomy and architecture.

Individualism: French culture values individual goals

(high Individualism) over group goals. Independence,

individuality and self expression are preferred values.

Power Distance: A belief in authority and hierarchy

(high Power Distance). Cultures like France that are

high on power distance accept power and hierarchy in

society and are low on egalitarianism. In such cultures,

less powerful citizens are accepting of unequal power

distribution in society.

High Context: High context cultures like France, have

close connections among group members. Everyone

has a similar, intrinsic knowledge base. There is little

information that is explicit. High context cultures use

more symbols and nonverbal clues to communicate,

with meaning embedded in the situational context.

Uncertainty Avoidance: This is the importance of

predictability, structure and order (high uncertainty

avoidance), versus a willingness for risk-taking and

an acceptance of ambiguity and limited structure

(low uncertainty avoidance). People from cultures

high on uncertainty avoidance, like France, tend

to have low tolerance for uncertainty and avoid

ambiguous situations, view conflict and competition as

threatening, and value security over adventure and risk.

The McDonalds Example: McDonalds has used French cultural symbols and icons in an attempt to hit the sweet spot of French consumers. Advertisements of McDonalds have carried the classic comic icons Astérix and Oblélix to promote their products. (Singh)

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II. France Culture and the Online Consumer

French Consumer Decision Making:

Based on theoretical and applied research in academia, the following are some unique insights into the French consumer’s viewpoint:

� Familiarity: Once French users buy online and feel comfortable giving their credit card numbers, they are more confident about future online shopping. (Médiamétrie)

� Language: According to Overture France, the French consumer will look for information on the web in the French language approximately 94% of the time. They are not attracted to English advertisements.

� Common Items: The items most commonly researched or purchased online in France include travel tickets, holidays, electrical goods, books, clothes, properties, music downloads, DVDs, mobile phones, home furnishings and concert tickets. (www.eiaa.net)

� Online Activities: The most common activities of French online users are information searches, online shopping, news, social networking, e-mail, online banking and blogs. (comScore.com)

French Consumer Segments:

Market segmentation is an exercise in carefully identifying profitable and accessible consumer segments based on socio-demographics, geographics and psychographics. Segmentation is unique to each company and product.

�Catalog Segment: This segment takes a recreational approach to shopping and is predominantly older shoppers. They shop for enjoyment and look for convenience, as well as strong factual information. In addition, this segment is very interested in unique merchandise with high quality. This segment is very loyal to brands and stores. �Store Segment: This segment is a relatively younger and predominantly female segment that view shopping as recreation. This segment is concerned about the look and feel of the shopping experience, so aesthetics and providing high quality, unique merchandise are extremely important to this shopper. This segment is not loyal to brands or stores, but will change if the experience or merchandise is viewed as better elsewhere. �Apathetic Segment: This group is not brand or store loyal and only shop on an as-needed basis. They are not worried about selection, merchandise quality or uniqueness. �Relationship Segment: This segment prefers to build a relationship with a store or brand, and remains extremely loyal to them. They are also concerned about the return policies of a company.

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French is the third-largest of the Romance languages in terms of the number of native speakers, after Spanish and Portuguese. French is estimated as having 110 million native speakers and 190 million more second language speakers. It is also an official language in 29 countries. (Wikipedia.org)

French is written using the Latin alphabet. In addition to the 26 standard letters, French also uses five diacritics: The circumflex accent, acute accent, grave accent, dieresis and cedilla, as well as the two ligatures æ and œ. (Wikipedia.org) All diacritics are included in the ISO 8859-1 and Windows 1252 character sets.

French has had a major influence on the English language, as arguably half of all English words originate from French. French is the second most commonly-taught second language in the world (after English).

Language Facts/Tips

Ì Language Use: Use clear, formal language with proper articles. This helps to ensure that the translators are able to fully understand the original meaning of the text. Additionally, avoid slang or colloquialisms that may not culturally relevant like “get all your ducks in a line”.

Ì Diacritics: A few diacritics may be included in certain language keyboards, but including all of them would not be possible. The simple way to place the diacritics into a document is to hold the ALT key (in Windows) and input the numeric code assigned to a particular character.

Ì Text Expansion: When some languages such as English are translated into French, the text can expand up to 25-35%. This means the text takes up more physical space on the page and the words inside the graphics, tool bars, tables, etc. can all expand.

Ì Vowels: French vowels can either be accented or unaccented, serving to differentiate between otherwise identical words. The vowels can be accented in several ways and commonly include: a, e, i, o, u. The letters h and y are sometimes considered vowels. (http://us.penguingroup.com/static/html/cig/toptips/frenchtips.html)

Ì Articles: There are three primary article groups that are used in the French Language, definite, indefinite, and partive and each group has 4 articles. The usage of an article is determined primarily by the gender of the noun with which it is associated, as well as whether the noun begins with a vowel. The definite articles are similar to the word “the” in English and are as follows: singular articles are la, for feminine nouns, and le for masculine nouns, the plural is les and if the article is before a vowel or mute h it is l’. (http://french.about.com/library/weekly/aa112299.htm)

Ì Gender: Although, articles can be used to determine gender, the ending of a noun can also be used to determine its gender. Classic feminine endings include, but are not limited to: -ade, -ance, -ence, -ette, and -ie. Classic masculine endings include, but are not limited to: -acle, -al, -eau, -ier, and -isme. In a group of mixed gender, the masculine plural is always used. (http://us.penguingroup.com/static/html/cig/toptips/frenchtips.html)

III. The French Language

Example of Text Expansion: The French website of Chuzzlewit Borthers Chocolates with both English and French translations side by side. (www.adobe.com)

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IV. Website Globalization

Whether you are trying to launch a multilingual website in order to expand the markets for your products and services, or you are trying to increase your company’s global operational efficiencies by developing multilingual extranets and intranets, Website Globalization is a requirement to make either a reality. In order to enable your web presence to communicate, conduct and complete international e-Business, you need to translate (globalize) your website.

Website translation is also known as “Website Globalization”. In order to truly “translate” a website into other languages you may need both Internationalization (I18n) and Localization (L10n) services.

Internationalization (I18n) involves enabling the backend of a website to handle different languages, character sets, currencies, submit form data, site search capabilities, etc… and involves understanding what database and content management systems you are using to author, store and publish your site’s content.

Localization (L10n) involves translating and localizing the front end of your website into different languages ensuring all content (text and graphics) is translated in an accurate and culturally correct manner.

+

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0

50

100

001050

Unc

erta

inty

Avo

idan

ce In

dex

Masculinity - Femininity Index

Masculinity - Femininity vs. Uncertainty Avoidance

Arab World Argen�na Australia Austria BrazilCanada Chile China Colombia Costa RicaCzech Republic Czech Republic Denmark East Africa EcuadorEl Salvador Finland France Germany GreeceGuatemala Hong Kong Hungary India IndonesiaIran Ireland Israel Italy JamaicaJapan Malaysia Me�ico �eth erlands �e � �ealand�o r�ay �akistan �anama �eru �hilippines�oland �ortugal Russia Singapore South AfricaSouth Korea Spain S� eden S� itzerland �ai� an�hailand �urkey ��S� Hispanic Market �n ited Arab Emirates �n ited Kingdom�n ited States �rugua y �enezuela West Africa

0

50

100

001050

Indi

vidu

alis

m -

Colle

c�vi

sm In

dex

Power Distance Index

Power Distance vs. Individualism - Collec�vism

Arab World Argen�na Australia Austria BelgiumBrazil Canada Chile China ColombiaColombia Costa Rica Czech Republic Denmark East AfricaEl Salvador Finland France Germany GuatemalaHungary Hong Kong India Indonesia IrelandIran Israel Italy Jamaica JapanMalaysia Me�ico �eth erlands �e � �ealand �o r�ay�akistan �anama �eru �hilippines �oland�ortugal Russia Singapore South Africa South KoreaSpain S� eden S� itzerland �ai� an �urkey��S� Hispanic Market �n ited Arab Emirates �n ited Kingdom �n ited States �rugua y�enezuela West Africa

Tables and section based on the book, “The Culturally Customized Website: Customizing Websites for the Global Marketplace” – by Nitish Singh and Arun Pereira. Cultural maps are from Hofstede, Geert. “Culture’s Consequences, Comparing Values, Behaviors, Institutions, and Organization Across Nations” Thousand Oaks, CA: Sage Publications)

Cultural Customization: Key Issues

The basis for cultural customization of websites is a theoretically sound, empirically validated framework built on five unique cultural values that account for similarities and differences across global cultures. Research indicates that attitude towards websites, the sites’ interactivity and usability, as well as purchase intentions of users are enhanced when sites are congruent with the target users’ cultural predispositions.

The cultural customization framework is drawn from established research and is based on five unique values: Individualism-Collectivism, Power Distance, Uncertainty Avoidance, Masculinity-Femininity, and Low-High Context (See page 3 of this report).

These five predominant cultural values can be represented in a country-to-country comparison using the maps below:

V. French Cultural Correctness and Web Customization

Ì France

Ì France

Cultural Maps for France

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The Cultural Customization Scorecard

Once we have identified the country’s predominant cultural values using the cultural maps, the next step in customizing a website is to evaluate it on the relevant cultural values. We do this in the form of the Cultural Customization Scorecard. The scorecard is produced by analyzing the features on the site that conform to the cultural values of that market.

The cultural values of interest for France are Individualism, High Context, Power Distance and Uncertainty Avoidance. These are carefully derived based on the cultural distinctions that are meaningful to the members of a given society (For a detailed cultural analysis of your website please contact mspethman@globalizationpartners.com).

The Cultural Customization Scorecard™ - France

Values Individualism Collectivism Uncertainty Avoidance

Power Distance

Masculinity Low Context

High Context

Cultural Scores

Cultural Customization (Examples)

 Individualism-Collectivism: France tends to be individualistic in professional or formal settings. Therefore when designing websites, it is ideal to emphasize independence and self-reliance. For example, Garnier Fructis emphasizes personal improvement and Cross Medias showed self-reliance and independence in both the choice of a single model and their activities.

 High Power Distance: The French are high on Power Distance. Some ways to customize a site for this value is to emphasize certifications, awards, and company and employee recognitions. In addition, highlighting a company’s mission and values can also be beneficial. For example, see how Médé prominently displays and explains the importance of their awards.

V. French Cultural Correctness and Web Customization

Grading Scale:

> 90% Excellent Customization on Cultural Value

70-89% Good Customization on Cultural Value

< 70% Poor Customization on Cultural Value

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 Uncertainty Avoidance: Cultures with high Uncertainty Avoidance want to avoid risk. There are several ways to design a website for risk adverse cultures like France. These include having a clear navigation and a secured site when transacting business online. Furthermore, emphasizing history and tradition can also help to increase confidence. For example, see how Voyages-sncf.com has a clear navigation and Air France emphasizes their history through a pictorial timeline. Both emphasize tradition on their websites.

 High Context: Using color and imagery is one way to customize your site for a High Context culture. For example, EnjoyFrance.com uses soft images and clear navigation on their website and Printemps uses an interesting shot of their stained glass dome in their main store in Paris on Boulevard Haussman, as well as a unique navigation menu that utilizes pictures, on the right-hand side of their website.

V. French Cultural Correctness and Web Customization

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Website Customization Considerations

Symbols and Icons

The French culture is extremely rich and diverse. It has been shaped by immigration and reflects the regional differences of France. It is important to be aware of the nuances of the French Culture to avoid any cultural blunders and inadvertent use of cultural symbols.

Some examples:

L The number 13 is considered a very unlucky number. For example, having 13 people dine together is unlucky, as it is believed that one of the attendees will die within the next year. They often invite 12 or 14 people, and even have people “on-call” to attend, if 13 people show up.

LSinging brings rainy weather.

L It is considered bad luck to cross a stream while carrying a cat.

LHanding someone a loaf of bread with the split-top or decoration side down means that they are either trying to kill you, or they think you are a killer.

LKnives given as wedding gifts will curse the marriage to failure, if the couple does not give a little money to the person who gave the gift.

Colors

In France, certain colors carry specific meaning and symbolize aspects of their culture.

� Black: It is the color of grief, death and hopelessness, as well as formality. � Green: It is the color of nature, spring and rebirth. It also has a negative significance for packaged goods.

Spatial Orientation

Spatial orientation refers to how web content is structured. According to Wendy Barber and Albert Badre, authors of “Culturability: The Merging of Culture and Usability”, spatial orientation has a direct effect on website usability, because it affects visual perception. Manipulating the orientation can change the user’s comfort level. What is user-friendly for one country may be vastly different for another.

V. French Cultural Correctness and Web Customization

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V. French Cultural Correctness and Web Customization

Text Length

When translating a document or website, it is important to take into account how the length of the text will change after translation. There are a variety of reasons why text expansion occurs. Equivalent phrases in a target language may have more characters or words than in English, and some cultures prefer using a more formal style than other cultures, avoiding abbreviations, for example. Additionally, for both documents and websites both line and page breaks may be different in the localized version than in the English version. Finally, the layout of the document or website itself may change depending on the direction of the text. For example, Arabic is a bi-directional language and is read right-to-left, which will not only switch the layout of the text, but also the graphics, the tool bars, the navigation bars, and the binding of the book, etc... Similarly, some languages like Chinese and Japanese can be displayed either in left-to-right character rows or vertical character columns, and the choice influences how document elements such as graphics, figures, tables, call outs, etc. are arranged in the final document or webpage.

There can either be text expansion or compression when a document or website is translated from English into a target language. For example, French can expand up to 35% when translated from English. With document localization, there are several steps that can be taken to help preserve the integrity of the look and feel “layout” of the document. These include:

LUsing a larger font in the original language, if it is expected the language will expand during translation. This will help to develop a better feel for the final size of the document and how the document elements will be laid out relative to the text. If the text is expected to shrink, use a slightly smaller font for the same reasons. L Tables and graphics may need to be resized or changed. Some, like the vertical Chinese or Japanese layout, will require more finessing than others.

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The key to promoting a website internationally is to create localized content and keywords, register local domains and then promote them through local search engines, affiliate marketing, online and offline branding and promotions.

AFNIC (Association Francaise pour le Nommage Internet en Coopération) is the registry of domains names for .fr (France) and .re (Reunion Island).

The AFNIC is now allowing all adults with postal addresses in France to register domain names ending in .fr. Until now, only professionals, associations or public bodies have been able to register.

Reasons for registering your site under the .fr domain name

L The .fr domains are easy to register. The AFNIC has automated its registration procedures. L 72% of French Internet users would prefer French companies registered under .fr, according to a survey completed by SOFRES for AFNIC (www.afnic.com). LMaking your website accessible through a .fr domain name instills trust in users by showing them that your organization is legally identified in France (www.afnic.com). LSearch engines look at both the IP addresses of websites and top-level domains like .de, .fr, and many others. It does not matter where the site is hosted. If it has the .fr domain, it will be included in search engines as a page from France. L Local French search engines will be inclined to favor a site if it is French, hosted in France, and has the.fr in its domain name. LSetting up a French site with the.fr domain should be seen by search engines directories and other sites as a new website. This will help you get additional listings in local directories and also the Yahoo! Directory, which enhances SEO efforts. L It is impossible to have a.fr domain name deactivated or fall back by mistake to the public domain. Every .fr domain name is renewed by default and is only deleted in the case of an explicit request from its registrar. (www.afnic.fr)

VI. Internet and Search Engine Marketing in France

It is recommended that firms plan on and conduct some form of global search engine marketing (SEM) in order to drive traffic to their new language sites.

This may include global search engine optimization of your localized Web content, submission of pages to key country (locale) search engines, and a pay-per-click marketing campaigns through services like Google Adwords or Overture.

For more information on Global SEM Services, see www.globalizationpartners.com/SEM

Top Search Engines in France

Ì Google (94.21%) Ì Bing (2.41%) Ì Yahoo (1.29%) Ì Babylon (0.59%) Ì Conduit (0.51%) (Source: statcounter.com)

Source: statcounter.com.

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References available upon request.

Source: statcounter.com.

With the growth of global communications and marketing you need to adapt your social media communication to different cultural audiences and locales.

Since social media is influencing all online communications, it is no longer enough just to localize your content. In today’s dynamic, social networking charged environment, you need to adapt your communication to match your target audience in France to make sure that your message and intent is successfully communicated.

Key Insights from the Digital Landscape for France:

LSocial Media Sites attract the largest number of display ads in France, with 22.5% of the total display ad impressions. (Source: ComScore)

L 78% of Facebook users in France use Facebook with a mobile device. In total, 20% of the traffic on social networks in France comes from mobile devices. (Source: ComScore)

L 89% of French internet users are signed up for at least one social network. And one minute out of three spent online in France is spent on a social network.

Top Social Media Networks in France

� Facebook (75.45%) � Twitter (9.68%) � Youtube (5.91%) � Pinterest (3.4%) � Tumblr (1.88%)

VII. Social Media and Digital Marketing for France

It is recommended that firms plan on and conduct some form of global social media localization in order to drive traffic to their websites and social media profiles.

This may include global social media localization of your content, social media optimization for local networks, and advertising campaigns through services like Facebook Advertising.

For more information on Global Social Media Services, see www.globalizationpartners.com/SocialMedia

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Search Engines

Resources

ßKagibi: www.kagibi.net ßGoogle France: www.google.fr ß PagesJaunes: www.pagesjaunes.fr/trouverlesprofessionnels/index.do ßYahoo! France: fr.yahoo.com

ßAltavista France: fr.altavista.com ß Lycos France: www.lycos.fr ß Francité: www.francite.com ßOrange: www.orange.fr ßAlsannuaire: www.alsannuaire.com/alsannuaire

ßBest of Corse: www.best-of-corse.com/annuaire/annuaire.php ßBreizhoo: www.breizhoo.fr ß Ezilon: www.ezilon.com/php/fr.php ß France Surf: www.francesurf.net

Useful Links

Acrobat may ask you for permission to open the links. Click on the “Allow” button to let Acrobat open the link in your browser

ßwww.networkeurope.org

ßwww.kwintessential.co.uk/intercultural-business-communication/tool.php

ßwww.kwintessential.co.uk/cross-cultural/currency-converter.html

ßwww.kwintessential.co.uk/resources/global-etiquette/france-country-profile.html

ß en.wikipedia.org/wiki/Culture_of_France

ßwww.ce-mark.com/cedoc.html

ß eur-lex.europa.eu/en/index.htm

ßwww.eurunion.org

ßwww.franceguide.com

ßwww.state.gov/p/eur/ci/fr

ßwww.discoverfrance.net

ßwww.infoplease.com

ßwww.countryreports.org/country/France.htm

ßwww.oecd.org

ßwww.economist.com/topics/france

ß searchenginewatch.com

ßwww.1ere-position.com

ßwww.activis.net

ßwww.multilingual.com