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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, Radoslav Škapa
Copyright: © 2010 |Pages: 21
ISBN13: 9781605669823|ISBN10: 1605669822|EISBN13: 9781605669830
DOI: 10.4018/978-1-60566-982-3.ch067
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MLA

Okazaki, Shintaro, and Radoslav Škapa. "Understanding Brand Website Positioning in the New EU Member States: The Case of the Czech Republic." Web Technologies: Concepts, Methodologies, Tools, and Applications, edited by Arthur Tatnall, IGI Global, 2010, pp. 1228-1248. https://doi.org/10.4018/978-1-60566-982-3.ch067

APA

Okazaki, S. & Škapa, R. (2010). Understanding Brand Website Positioning in the New EU Member States: The Case of the Czech Republic. In A. Tatnall (Ed.), Web Technologies: Concepts, Methodologies, Tools, and Applications (pp. 1228-1248). IGI Global. https://doi.org/10.4018/978-1-60566-982-3.ch067

Chicago

Okazaki, Shintaro, and Radoslav Škapa. "Understanding Brand Website Positioning in the New EU Member States: The Case of the Czech Republic." In Web Technologies: Concepts, Methodologies, Tools, and Applications, edited by Arthur Tatnall, 1228-1248. Hershey, PA: IGI Global, 2010. https://doi.org/10.4018/978-1-60566-982-3.ch067

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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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