@article{Tian2006Communicating,
	title = {{Communicating with local publics: a case study of Coca-Cola’s
	Chinese web site}},
	author = {Y. Tian},
	journal = {International Journal},
	number = {1},
	pages = {13--22},
	volume = {11},
	year = {2006},
	biburl = {http://www.bibsonomy.org/bibtex/285c7ea14866bd16b068a956784deeda2/acf},
	abstract = {Department of Communication, University of Missouri-St Louis, St Louis,Missouri,
	USA Purpose – This is a case study of Coca-Cola’s Chinese web
	site. It aims to examine how Coca-Cola,the number one brand in the
	world, is using its web site to communicate with the publics in the
	world’s largest market. design/methodology/approach – Uses a
	qualitative text analysis. Findings – Coca-Cola is practicing a
	“glocal” strategy, which integrates the ethnocentric and polycentric
	model in international public relations, to communicate with the
	Chinese publics through its Chinese web site. Originality/value –
	This study provides insights for understanding the theory and practice
	of global corporate public relations. },
	timestamp = {2008.04.27}, owner = {test1},
	keywords = {MBA PR case_study globalization internet localization marketing medgov public_relations }
}