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@article{792815, author = {Okazaki, Shintaro and Škapa, Radoslav}, article_location = {Bingley (UK)}, article_number = {11/12}, keywords = {European Union; Integration; Marketing communications; Multinational companies; Standardization; Worldwide web}, language = {eng}, issn = {0309-0566}, journal = {European Journal of Marketing}, title = {Global web site standardization in the new EU member states: Initial observations from Poland and the Czech Republic}, url = {http://www.emeraldinsight.com/Insight/viewContentItem.do?contentType=Article&contentId=1751527}, volume = {42}, year = {2008} }
TY - JOUR ID - 792815 AU - Okazaki, Shintaro - Škapa, Radoslav PY - 2008 TI - Global web site standardization in the new EU member states: Initial observations from Poland and the Czech Republic JF - European Journal of Marketing VL - 42 IS - 11/12 SP - 1224 - 1245 EP - 1224 - 1245 PB - Emerald Group Publishing Limited SN - 03090566 KW - European Union KW - Integration KW - Marketing communications KW - Multinational companies KW - Standardization KW - Worldwide web UR - http://www.emeraldinsight.com/Insight/viewContentItem.do?contentType=Article&contentId=1751527 N2 - This study explores US brands' web site standardisation in terms of the extent of standardisation and the content applied across European markets. The conceptual framework was created on the basis of four basic functions of web site content, i.e. transaction, communication, relationship, and interactivity. In total, 206 web sites created for the UK, France, Germany, and Spain were examined by online content analysis techniques, in terms of the features of the web site in each host country, and the similarity between the home-country (USA) and host-country web sites. ER -
OKAZAKI, Shintaro a Radoslav ŠKAPA. Global web site standardization in the new EU member states: Initial observations from Poland and the Czech Republic. \textit{European Journal of Marketing}. Bingley (UK): Emerald Group Publishing Limited, 2008, roč.~42, 11/12, s.~1224 - 1245. ISSN~0309-0566.
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