search query: @indexterm culture / total: 1605
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| Author: | Smet, R. Criso, R. |
| Title: | Coca-colonization? Americanization-globalization-cultural imperialism? |
| Journal: | Journal of Language for International Business
2004 : VOL. 15:1, p. 75-89 |
| Index terms: | GLOBALIZATION CULTURE CASE STUDIES MARKETING STRATEGY |
| Language: | eng |
| Abstract: | This article introduces a case study of the Coca-Cola Company. Case study concerns Coca-Cola Company´s successful international market penetration to every country. Especially is paid attention to Coca-Cola Company´s ability to adapt and localize its marketing strategy, products and brand image taking into account each unique country and its cultural identity. |
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