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.
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