Understanding Brand Web Site Positioning in the New EU Member States: The Case of the Czech Republic


OKAZAKI Shintaro ŠKAPA Radoslav

Year of publication 2010
Type Chapter of a book
MU Faculty or unit

Faculty of Economics and Administration

Description This chapter examines Web sites created by American Multinational Corporations (MNCs) in the Czech Republic. Utilizing a content analysis technique, we scrutinized (1) the type of brand Web site functions, and (2) the similarity ratings between the home (U.S.) sites and Czech sites. Implications are discussed from the Web site standardization versus localization perspective.
Related projects:

You are running an old browser version. We recommend updating your browser to its latest version.