Website standardization in Poland and the Czech Republic
| Authors | |
|---|---|
| Year of publication | 2008 |
| Type | Article in Proceedings |
| Conference | Proceedings of the 2008 American Academy of Advertising Annual Conference |
| MU Faculty or unit | |
| 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. |