, although apparently still the same in content.
Are the two companies similar with respect to the customization that has been done?
IKEA is far more customized in terms of its design for the company websites, while ZARA has virtually no customization other than store locations and offering the site in different languages.
Why do you think this customization has been done? (Culture, market characteristics, competition, differences in customer Internet access, etc.)
Zara is a smaller and younger brand, and has not had the time to create slightly different approaches for different nations, while IKEA is more established. Also in the case of furniture, furniture must be more 'customized' to individual locations and regional preferences than one or two pieces of clothing. People are more likely to buy a single, daring coat than a sofa.
To what extent do you think these four Web sites are useful for marketing (as distinct from investor relations or other purposes)?
In the case of ZARA, the website and its various lists of locations are useful for conveying an image, which is critical for an expensive clothing line with an eye upon 'high end' customers. Its relative lack of customization as compared with IKA is less troubling, because it is so image-heavy it is possible to understand the website in almost every language. In the...
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