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@inbook{776124,
author = {Okazaki, Shintaro and Škapa, Radoslav},
address = {Lisbon},
booktitle = {F. Costa Pereira, J. Veríssimo & P. Neijens (Eds.), New Trends in Advertising Research},
edition = {1.},
keywords = {Marketing; global strategy; local strategy; websites presentations},
language = {eng},
location = {Lisbon},
isbn = {978-972-618-493-5},
pages = {357-370},
publisher = {Silabo Publishers},
title = {Expanding the Borderless Frontier: International Website Brand Strategies in the New EU Member States},
url = {http://www.silabo.pt/livros.asp?num=323},
year = {2008}
}
TY - CHAP
ID - 776124
AU - Okazaki, Shintaro - Škapa, Radoslav
PY - 2008
TI - Expanding the Borderless Frontier: International Website Brand Strategies in the New EU Member States
VL - 1.
PB - Silabo Publishers
CY - Lisbon
SN - 9789726184935
KW - Marketing
KW - global strategy
KW - local strategy
KW - websites presentations
UR - http://www.silabo.pt/livros.asp?num=323
N2 - Website positioning of MNCs was examined in Poland and the Czech Republic. 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 a Radoslav ŠKAPA. Expanding the Borderless Frontier: International Website Brand Strategies in the New EU Member States. In \textit{F. Costa Pereira, J. Veríssimo \&{} P. Neijens (Eds.), New Trends in Advertising Research}. 1. vyd. Lisbon: Silabo Publishers, 2008, s.~357-370. 1. ISBN~978-972-618-493-5.
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