Okazaki, Shintaro; Skapa, Radoslav - In: European Journal of Marketing 42 (2008) 11/12, pp. 1224-1245
Purpose – The purpose of this study is to examine American multinational corporations' (MNC's) web site standardization in Poland and the Czech Republic. The theoretical framework was adopted from global marketing strategy (GMS) theory, which focuses on three primary strategies: strategy to...