Inhaltsangabe: Abstract: In these times of rapid increase of internet
usage, the question arises for multinational companies (MNCs) whether to
standardise or adapt their internet presence to different cultural
groupings or even subcultures. 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. Therefore, country-specific websites of companies rooted
in different cultural origins are selected for this research, namely
EgyptAir, Mercedes-Benz and SonyEricsson. This analysis follows the
inductive research approach embedding elements of an ethnographic and
exploratory research method. The main part of the empirical study is
conducted by means of an online-behaviourist questionnaire following the
quantitative research approach and complementary a culture-related
questionnaire following the qualitative research approach. The sample
size is composed of Egyptian students from the Misr International
University in Cairo and German students from Heilbronn University
forming the selected samples. Even though Egypt is a developing country
and Germany an industrialised one, the samples are comparable due to the
similar social and educational backgrounds. The research results are
applied to the lifestyle typology segmentation method, namely the
Euro-Social-Styles of the GfK thus creating a new model of six lifestyle
typologies in which the two samples are categorised. It is revealed by
the main findings that the respective companies deal despite the
different nationalities of the samples, with a transnational consumer
group which is characterised by a relative homogeneity. Nevertheless,
not all values and traits are similar within this consumer group and it
therefore requires a certain degree of adaptation of marketing
activities. It was possible to identify within the scope of this
research that, in general, companies enjoying a high bra
