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

Abstract

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.

Citation

Tian, Y. (2006), "Communicating with local publics: a case study of Coca‐Cola's Chinese web site", Corporate Communications: An International Journal, Vol. 11 No. 1, pp. 13-22. https://doi.org/10.1108/13563280610643516