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

Understanding Brand Website 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 Brno, Czech Republic)
Copyright: © 2010 |Pages: 21
DOI: 10.4018/978-1-60566-982-3.ch067

Abstract

This study examines Websites created by American multinational corporations (MNCs) in the Czech Republic. Utilizing a content analysis technique, we scrutinized (1) the type of brand Website functions, and (2) the similarity ratings between the home (US) sites and Czech sites. Implications are discussed from the Website standardization versus localization perspective.

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