Publication details

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

Authors

OKAZAKI Shintaro ŠKAPA Radoslav

Year of publication 2008
Type Chapter of a book
MU Faculty or unit

Faculty of Economics and Administration

Citation
Description 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 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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