Abstract
Department of Communication, University of Missouri-St Louis, St Louis,Missouri,
USA Purpose â This is a case study of Coca-Colaâs 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
worldâs largest market. design/methodology/approach â Uses a
qualitative text analysis. Findings â Coca-Cola is practicing a
âglocalâ 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 â
This study provides insights for understanding the theory and practice
of global corporate public relations.
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