Communicating with local publics: a case study of Coca-Cola's Chinese web site

摘要

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.