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@inproceedings{723688,
author = {Okazaki, Shintaro and Škapa, Radoslav},
address = {Lisabon},
booktitle = {Peter Nijens (ed.), Proceedings of the 6th International Conference on Research in Advertising},
edition = {1.},
keywords = {Marketing; global strategy; local strategy; websites presentations},
language = {eng},
location = {Lisabon},
isbn = {80-210-4133-1},
pages = {50-60},
publisher = {Polythecnic Institute Of Lisbon – Escola Superior De Comunicação Social},
title = {Global website positioning in Poland and the Czech Republic: Preliminary findings},
year = {2007}
}
TY - JOUR
ID - 723688
AU - Okazaki, Shintaro - Škapa, Radoslav
PY - 2007
TI - Global website positioning in Poland and the Czech Republic: Preliminary findings
PB - Polythecnic Institute Of Lisbon – Escola Superior De Comunicação Social
CY - Lisabon
SN - 8021041331
KW - Marketing
KW - global strategy
KW - local strategy
KW - websites presentations
N2 - 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.
ER -
OKAZAKI, Shintaro and Radoslav ŠKAPA. Global website positioning in Poland and the Czech Republic: Preliminary findings. In \textit{Peter Nijens (ed.), Proceedings of the 6th International Conference on Research in Advertising}. 1st ed. Lisabon: Polythecnic Institute Of Lisbon – Escola Superior De Comunica\c cão Social, 2007, p.~50-60, 14 pp. ISBN~80-210-4133-1.
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