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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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