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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

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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

slide2
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
Cultural variability
  • Globalization -> cross-national conflict shifting
  • Opportunities / challenges for PR
understand different reactions
Understand different reactions
  • Uncertainty avoidance
  • Power distance

(Hofstede)

affection on communication
Affection on communication
  • Low certainty avoidance = no communication
  • High certainty avoidance = communication
  • High PDI = trust in leaders
coca cola scandal
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
What happened?
  • low power distance and low uncertainty avoidance = USA
  • Complex cultural variations in Europe
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