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

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Authors	OKAZAKI Shintaro ŠKAPA Radoslav
Year of publication	2010
Type	Chapter of a book
MU Faculty or unit	Faculty of Economics and Administration
Citation
Description	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.
Related projects:	Ekonomika a management podniku v globalizovaném prostředí