Understanding Brand Web Site Positioning in the New EU Member States: The Case of the Czech Republic

Understanding Brand Web Site Positioning in the New EU Member States: The Case of the Czech Republic

Shintaro Okazaki (Universidad Autónoma de Madrid, Spain) and Radoslav Škapa (Masaryk University, Czech Republic)
DOI: 10.4018/978-1-59904-875-8.ch005
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Abstract

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.

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