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

D 2007

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

OKAZAKI, Shintaro and Radoslav ŠKAPA

Basic information

Original name

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

Name in Czech

Positioning internetových stránek nadnárodních společností v Polsku a České republice: předběžné výsledky

Authors

OKAZAKI, Shintaro (203 Czech Republic) and Radoslav ŠKAPA (392 Japan, guarantor)

Edition

1. vyd. Lisabon, Peter Nijens (ed.), Proceedings of the 6th International Conference on Research in Advertising, p. 50-60, 14 pp. 2007

Publisher

Polythecnic Institute Of Lisbon – Escola Superior De Comunicação Social

Other information

Language

English

Type of outcome

Stať ve sborníku

Field of Study

50200 5.2 Economics and Business

Country of publisher

Portugal

Confidentiality degree

není předmětem státního či obchodního tajemství

RIV identification code

RIV/00216224:14560/07:00032314

Organization unit

Faculty of Economics and Administration

ISBN

80-210-4133-1

Keywords in English

Marketing; global strategy; local strategy; websites presentations

Abstract

ORIG CZ

V originále

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.

In Czech

Naše práce si klade za cíl prozkoumat míru standardizace internetových prezentací nadnárodních společností působících v ČR a Polsku. Standardizací máme na mysli podobnost (obsahovou a vizuální) s příslušnými globálními stránkami.Protože se jedná o významné společnosti i z hlediska českého trhu, domníváme se, že výsledky - byť na omezeném vzorku - vypovídají o přístupu zahraničních společností v oblasti internetové sebeprezentace v ČR obecně.

Citovat

OKAZAKI, Shintaro and Radoslav ŠKAPA. Global website positioning in Poland and the Czech Republic: Preliminary findings. In Peter Nijens (ed.), Proceedings of the 6th International Conference on Research in Advertising. 1st ed. Lisabon: Polythecnic Institute Of Lisbon – Escola Superior De Comunicação Social, 2007, p. 50-60, 14 pp. ISBN 80-210-4133-1.

@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.

Detailed Information on Publication Record