Expanding the Borderless Frontier: International Website Brand Strategies in the New EU Member States
| Authors | |
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| Year of publication | 2008 |
| Type | Chapter of a book |
| MU Faculty or unit | |
| Citation | |
| Description | Website positioning of MNCs was examined in Poland and the Czech Republic. 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. |