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Global website positioning in Poland and the Czech Republic: Preliminary findings

Basic information
Original title:Global website positioning in Poland and the Czech Republic: Preliminary findings
Authors:Shintaro Okazaki, Radoslav Škapa
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Price:Not for sale
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Publisher within MU:Faculty of Economics and Administration
Further information
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Original language:English
Field:Economy
Type:Article in Proceedings
Keywords:Marketing; global strategy; local strategy; websites presentations

In this paper, American multinational corporations (MNCs) website positioning was examined in Poland and the Czech Republic, in terms of (1) the standardization of visual components, (2) the localization of textual information, and (3) the enhancement of corporate website functions. Using website content analysis techniques, we evaluated the similarity between the home (US) and host sites, as well as the existence of a series of website functions. The findings suggest that American MNCs tend to apply a high level of visual components in Poland and Czech sites, while the level of standardization in textual messages is notably low in both countries.