Global web site standardization in the new EU member states: Initial observations from Poland and the Czech Republic

OKAZAKI, Shintaro and Radoslav ŠKAPA. Global web site standardization in the new EU member states: Initial observations from Poland and the Czech Republic. European Journal of Marketing. Bingley (UK): Emerald Group Publishing Limited, 2008, vol. 42, 11/12, p. 1224 - 1245. ISSN 0309-0566.

Basic information

• Original name: Global web site standardization in the new EU member states: Initial observations from Poland and the Czech Republic
• Name in Czech: Standardizace webových stránek ve nových zemích EU: první poznatky z Polska a ČR
• Authors: OKAZAKI, Shintaro (392 Japan) and Radoslav ŠKAPA (203 Czech Republic, guarantor, belonging to the institution).
• Edition: European Journal of Marketing, Bingley (UK), Emerald Group Publishing Limited, 2008, 0309-0566.

Other information

• Original language: English
• Type of outcome: Article in a journal
• Field of Study: 50600 5.6 Political science
• Country of publisher: United Kingdom of Great Britain and Northern Ireland
• Confidentiality degree: is not subject to a state or trade secret
• WWW: URL
• Impact factor: Impact factor: 0.712
• RIV identification code: RIV/00216224:14560/08:00034110
• Organization unit: Faculty of Economics and Administration
• UT WoS: 000261633400008
• Keywords in English: European Union; Integration; Marketing communications; Multinational companies; Standardization; Worldwide web
• Tags: European Union, integration, Marketing communications, Multinational companies, standardization, Worldwide web
• Tags: International impact, Reviewed

Abstract

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.

Abstract (in Czech)

Cílem studie je prozkoumat míru standardizace a obsah webových stránek společností z USA, a to na evropském trhu.