Global website positioning in Poland and the Czech Republic: Preliminary findings

Authors

OKAZAKI Shintaro ŠKAPA Radoslav

Year of publication 2007
Type Article in Proceedings
Conference Peter Nijens (ed.), Proceedings of the 6th International Conference on Research in Advertising
MU Faculty or unit

Faculty of Economics and Administration

Citation
Field Economy
Keywords Marketing; global strategy; local strategy; websites presentations
Description In this paper, American multinational corporations (MNCs) website positioning was examined in Poland and the Czech Republic, in terms of (1) the standardization of visual components, (2) the localization of textual information, and (3) the enhancement of corporate website functions. Using website content analysis techniques, we evaluated the similarity between the home (US) and host sites, as well as the existence of a series of website functions. The findings suggest that American MNCs tend to apply a high level of visual components in Poland and Czech sites, while the level of standardization in textual messages is notably low in both countries.

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