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

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Author(s): Shintaro Okazaki (Universidad Autónoma de Madrid, Spain)and Radoslav Škapa (Masaryk University, Czech Republic)
Copyright: 2008
Pages: 19
Source title: Handbook of Research on Global Information Technology Management in the Digital Economy
Source Author(s)/Editor(s): Mahesh S. Raisinghani (Texas Woman's University, USA)
DOI: 10.4018/978-1-59904-875-8.ch005

Keywords: Computer Science & IT / Global Information Technology / Information Science Reference

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Abstract

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.

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

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