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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.

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Presentation on theme: "Cultural Variance as a Challenge to Global Public Relations A Case Study of the Coca-Cola Scare in Europe Hella Heiderich Juliane Arndt."— Presentation transcript:

1 Cultural Variance as a Challenge to Global Public Relations A Case Study of the Coca-Cola Scare in Europe Hella Heiderich Juliane Arndt

2 Structure cultural variability uncertainty avoidance and power distance -> how this affects the reaction of the public to a crisis example: Coca-Cola incident

3 Cultural variability Globalization -> cross-national conflict shifting Opportunities / challenges for PR

4 Understand different reactions Uncertainty avoidance Power distance (Hofstede)

5 Affection on communication Low certainty avoidance = no communication High certainty avoidance = communication High PDI = trust in leaders

6 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;

7 What happened? low power distance and low uncertainty avoidance = USA Complex cultural variations in Europe


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