Purpose – The purpose of this article is to develop an alternative approach to researching the impact of culture on relationship creation and network formation in Asian markets. Design/methodology/approach – A conceptual approach is taken. Findings – The paper has argued that in Asian...

Purpose – The paper highlights the need for cultural sensitivity in designing web sites that are likely to be read by different cultural groups within one's own country or by people outside one's own country. Design/methodology/approach – The link between culture and communication is...