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@inbook{792641, author = {Okazaki, Shintaro and Škapa, Radoslav}, address = {Hershey, New York (US)}, booktitle = {Bandyopadhyay, S. (ed.), Contemporary Research in E-Branding}, edition = {1.}, keywords = {Marketing; global strategy; local strategy; websites presentations}, language = {eng}, location = {Hershey, New York (US)}, isbn = {978-1-59904-813-0}, pages = {193-215}, 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=8253}, year = {2008} }
TY - CHAP ID - 792641 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 - 9781599048130 KW - Marketing KW - global strategy KW - local strategy KW - websites presentations UR - http://www.igi-global.com/reference/details.asp?ID=8253 N2 - This study examines Websites 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{Bandyopadhyay, S. (ed.), Contemporary Research in E-Branding}. 1. vyd. Hershey, New York (US): Idea Group Reference, 2008, s.~193-215. 1. ISBN~978-1-59904-813-0.
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