Globalization and americanization coca-cola's dual role in promoting
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Date
2024
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University of Oum El Bouaghi
Abstract
Globalization has become a defining feature of the modern world, influencing various aspects of social, economic, and cultural life. As multinational corporations expand their reach, their marketing strategies offer a unique lens through which to examine the interplay between global and local influences. This research aims at exploring the impacts of globalization in relation to the Americanization process through analyzing Coca-Cola’s global marketing strategies. The study focuses on the key question of how globalization that has resulted from the expansion in the technology of information and communication makes Multinational Corporations such as Coca-Cola shape both the global and local markets. Precisely, the research deals with the transformation of Coca Cola Company from the implementation of the global advertisement strategy to the glocalization strategy that is the combination of the global and the local strategies. This shift shows the difficulty and management of being worldwide and embodying the international culture while incorporating the domestic culture. Some major factors to take into consideration include the way Coca-Cola associates their product with American culture, how they attempt to blend American cultural icons with local palates, and the effects of these actions on the local people’s culture. Based on historical and analytical approach, this work offers some theoretical concepts and case-studies of American cultural impact and localization. The findings make contributions to our understanding of the processes of globalization and Americanization in marketing, showing Coca-Cola's capacity to negotiate and shape global consumer culture while respecting local cultural diversity, implying that the consumption of Coca-Cola is associated with signification global culture retention of cultural difference.