OKAZAKI, Shintaro a Radoslav ŠKAPA. Understanding Brand Web Site Positioning in the New EU Member States: The Case of the Czech Republic. In Tatnall, Arthur. (ed.), Web Technologies: Concepts, Methodologies, Tools, and Applications. Hershey, New York (US): Idea Group Reference, 2010, s. 1228-1248, 19 s. 4. ISBN 1-60566-982-2. |
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@inbook{902303, author = {Okazaki, Shintaro and Škapa, Radoslav}, address = {Hershey, New York (US)}, booktitle = {Tatnall, Arthur. (ed.), Web Technologies: Concepts, Methodologies, Tools, and Applications}, keywords = {Marketing; global strategy; local strategy; websites presentations}, howpublished = {tištěná verze "print"}, language = {eng}, location = {Hershey, New York (US)}, isbn = {1-60566-982-2}, pages = {1228-1248}, 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/Bookstore/Chapter.aspx?TitleId=37687}, year = {2010} }
TY - CHAP ID - 902303 AU - Okazaki, Shintaro - Škapa, Radoslav PY - 2010 TI - Understanding Brand Web Site Positioning in the New EU Member States: The Case of the Czech Republic VL - 4. PB - Idea Group Reference CY - Hershey, New York (US) SN - 1605669822 KW - Marketing KW - global strategy KW - local strategy KW - websites presentations UR - http://www.igi-global.com/Bookstore/Chapter.aspx?TitleId=37687 N2 - This chapter examines Web sites 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{Tatnall, Arthur. (ed.), Web Technologies: Concepts, Methodologies, Tools, and Applications}. Hershey, New York (US): Idea Group Reference, 2010, s.~1228-1248, 19 s. 4. ISBN~1-60566-982-2.
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