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

• Autores: Shintaro Okazaki, Radoslav Skapa
• Localización: Handbook of research on global information technology management in the digital economy / Mahesh S. Raisinghani (ed. lit.), 2008, ISBN 978-1-59904-875-8, págs. 99-117
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • 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.