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@inproceedings{863064,
author = {Okazaki, Shintaro and Škapa, Radoslav},
address = {Columbia},
booktitle = {Proceedings of the 2008 American Academy of Advertising Annual Conference},
edition = {1.},
keywords = {Marketing; global strategy; local strategy; websites presentations},
language = {eng},
location = {Columbia},
isbn = {0-931030-35-8},
publisher = {University of Missouri},
title = {Website standardization in Poland and the Czech Republic},
year = {2008}
}
TY - JOUR
ID - 863064
AU - Okazaki, Shintaro - Škapa, Radoslav
PY - 2008
TI - Website standardization in Poland and the Czech Republic
PB - University of Missouri
CY - Columbia
SN - 0931030358
KW - Marketing
KW - global strategy
KW - local strategy
KW - websites presentations
N2 - In this paper, American multinational corporations (MNCs) website positioning was examined in Poland and the Czech Republic, in terms of (1) the standardization of visual components, (2) the localization of textual information, and (3) the enhancement of corporate website functions. 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 and Radoslav ŠKAPA. Website standardization in Poland and the Czech Republic. In \textit{Proceedings of the 2008 American Academy of Advertising Annual Conference}. 1st ed. Columbia: University of Missouri, 2008, 9 pp. ISBN~0-931030-35-8.
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