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Cultural Variance as a Challenge to Global Public Relations A Case Study of the Coca-Cola Scare in Europe Hella Heiderich Juliane Arndt
Structure cultural variability uncertainty avoidance and power distance -> how this affects the reaction of the public to a crisis example: Coca-Cola incident
Cultural variability Globalization -> cross-national conflict shifting Opportunities / challenges for PR
Understand different reactions Uncertainty avoidance Power distance (Hofstede)
Affection on communication Low certainty avoidance = no communication High certainty avoidance = communication High PDI = trust in leaders
Coca-Cola scandal 1999, Belgium School kids drank coke and got ill Coca-cola did not accept any responsibility After 9 days the CEO tried to solve the problem;
What happened? low power distance and low uncertainty avoidance = USA Complex cultural variations in Europe
International Marketing. Culture, trust and international relationship marketing Evaluation of the role of culture on trust and importance in international.
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