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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 and 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}. 1st ed. Hershey, New York (US): Idea Group Reference, 2008, p.~193-215. 1. ISBN~978-1-59904-813-0.
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