Being delicious and being happy: The Coca‐Cola Corporation can be deliciously happy about its success in adopting a “glocal” marketing strategy in the world's biggest emerging consumer nation

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the article in context.

Findings

This report is an interesting study of Coca‐Cola's marketing strategy as reflected in the company's Chinese website.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2006), "Being delicious and being happy: The Coca‐Cola Corporation can be deliciously happy about its success in adopting a “glocal” marketing strategy in the world's biggest emerging consumer nation", Strategic Direction, Vol. 22 No. 7, pp. 27-29. https://doi.org/10.1108/02580540610669071