Purpose – This study explores US brands' web site standardisation in terms of the extent of standardisation and the content applied across European markets. The conceptual framework was created on the basis of four basic functions of web site content, i.e. transaction, communication,...

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...

Purpose: With the popularity of social media platforms, firms have now tangible means not only to reach out to their stakeholders, but also to closely monitor those interactions. Yet, there are limited methodological advances on how to measure a firm’s stakeholder networks, and the level of...