Global website positioning in Poland and the Czech Republic: Preliminary findings
| Authors | |
|---|---|
| Year of publication | 2007 |
| Type | Article in Proceedings |
| Conference | Peter Nijens (ed.), Proceedings of the 6th International Conference on Research in Advertising |
| MU Faculty or unit | |
| Citation | |
| Field | Economy |
| Keywords | Marketing; global strategy; local strategy; websites presentations |
| Description | 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. |