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| Author: | Okazaki, S. Skapa, R. |
| Title: | Global web site standardization in the new EU member states. Initial observations from Poland and the Czech Republic |
| Journal: | European Journal of Marketing
2008 : NOV, VOL. 42: 11/12 p. 1224-1245 |
| Index terms: | multinational companies European Union integration market research Poland Czech Republic |
| Language: | eng |
| Abstract: | The paper aims to examine American multinational corporations' (hereafter as: MNC's) web site standardization in Poland and the Czech Republic. MNC's are posited to pursue the standardization of corporate visual components and web site functions, and the localization of textual information. Web site content analysis techniques are used and the similarities between the home (US) and host (Polish or Czech) sites are evaluated. The findings show that American MNC's tend to apply a high level of visual components in Polish and Czech sites and the level of standardization in textual messages is notably low. The paper provides evidence of that European integration affects firms' marketing standardization strategy in the online marketing environment. |
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