%0 Journal Article %1 tian2006clp %A Tian, Y. %D 2006 %J International Journal %K MBA PR case_study globalization internet localization marketing medgov public_relations %N 1 %P 13--22 %T Communicating with local publics: a case study of Coca-Cola’s Chinese web site %V 11 %X 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.

@article{tian2006clp, 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. }, added-at = {2008-03-28T10:06:28.000+0100}, author = {Tian, Y.}, biburl = {https://www.bibsonomy.org/bibtex/25d5afa4978fd8d32085d7453214572c6/acf}, interhash = {d948b39d549da8c2161583cabb54db30}, intrahash = {5d5afa4978fd8d32085d7453214572c6}, journal = {International Journal}, keywords = {MBA PR case_study globalization internet localization marketing medgov public_relations}, number = 1, pages = {13--22}, timestamp = {2008-04-01T10:37:13.000+0200}, title = {{Communicating with local publics: a case study of Coca-Cola’s Chinese web site}}, volume = 11, year = 2006 }