Transcript
Note emphasis on close network of
friends(Collectivism)
Traditional meal (Long Term Orientation) emphasizes close relationships with family and
friends (collectivism)
Younger Chinese value travel and ‘Global’ view
Incorporating Coke into a traditional meal setting.
‘Coke’ is a tradition
Red is the color of happiness and prosperity in China and may be used to attract good
luck
Associating with the popularity of soccer and the
World Cup Coca-Cola ‘family’ of brands re-enforces family, friends,
close ties (collectivism) Localization/Translation of product versus not
translating ‘company’
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Book reflects value of education and knowledge
