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Cultural Variance as a Challenge to Global Public Relations

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

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Cultural Variance as a Challenge to Global Public Relations

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  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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