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  • 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.
  • 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. (en)
Title
  • Global website positioning in Poland and the Czech Republic: Preliminary findings
  • Global website positioning in Poland and the Czech Republic: Preliminary findings (en)
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  • Global website positioning in Poland and the Czech Republic: Preliminary findings
  • Global website positioning in Poland and the Czech Republic: Preliminary findings (en)
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  • RIV/00216224:14560/07:00032314!RIV10-MSM-14560___
http://linked.open...avai/riv/aktivita
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  • 423439
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  • RIV/00216224:14560/07:00032314
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  • Marketing; global strategy; local strategy; websites presentations (en)
http://linked.open.../riv/klicoveSlovo
http://linked.open...ontrolniKodProRIV
  • [529550A569C3]
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  • Lisbon
http://linked.open...i/riv/mistoVydani
  • Lisabon
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  • Peter Nijens (ed.), Proceedings of the 6th International Conference on Research in Advertising
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  • Škapa, Radoslav
  • Okazaki, Shintaro
http://linked.open...vavai/riv/typAkce
http://linked.open.../riv/zahajeniAkce
number of pages
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  • Polythecnic Institute Of Lisbon – Escola Superior De Comunicação Social
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  • 80-210-4133-1
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  • 14560
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