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BackgroundThe world is getting smaller and smaller, as technology reduces geographic distances between countries, and societies are developing into a "global village" (McLuhan, 1962). Globalization offers companies chances to make a profit on international markets and have access to a broader user base. But globalization also brings about new challenges for them, due to the larger and more diverse stakeholder groups they have to deal with. Different cultural backgrounds may affect the way people react to products. Ignoring cultural differences might cause suboptimal usability or user experience, and might be detrimental to the image and reputation of products, brands, and companies (Frandsen-Thorlacius,