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@inbook{764199, author = {Okazaki, Shintaro and Škapa, Radoslav}, address = {Hershey, New York (US)}, booktitle = {Raisinghani, Mahesh S. (ed.), Handbook of Research on Global Information Technology Management}, keywords = {Marketing; global strategy; local strategy; websites presentations}, language = {eng}, location = {Hershey, New York (US)}, isbn = {978-1-59904-875-8}, pages = {99-117}, publisher = {Idea Group Reference}, title = {Understanding Brand Web Site Positioning in the New EU Member States: The Case of the Czech Republic}, url = {http://www.igi-global.com/reference/details.asp?ID=7134}, year = {2008} }
TY - CHAP ID - 764199 AU - Okazaki, Shintaro - Škapa, Radoslav PY - 2008 TI - Understanding Brand Web Site Positioning in the New EU Member States: The Case of the Czech Republic VL - 1. PB - Idea Group Reference CY - Hershey, New York (US) SN - 9781599048758 KW - Marketing KW - global strategy KW - local strategy KW - websites presentations UR - http://www.igi-global.com/reference/details.asp?ID=7134 N2 - 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. ER -
OKAZAKI, Shintaro a Radoslav ŠKAPA. Understanding Brand Web Site Positioning in the New EU Member States: The Case of the Czech Republic. In \textit{Raisinghani, Mahesh S. (ed.), Handbook of Research on Global Information Technology Management}. Hershey, New York (US): Idea Group Reference, 2008, s.~99-117. 1. ISBN~978-1-59904-875-8.
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