The Relationship Between Culture and Entrepreneurship
“Research of Coca-Cola’s development& strategy in Mainland China Market”
These authors contributed equally.
- DOI
- 10.2991/aebmr.k.220307.404How to use a DOI?
- Keywords
- Coca-Cola; Chinese Market; strategy; traditional culture; annual profit; global commerce
- Abstract
This research is based on the situation of international trade. Since more and more transnational corporations expand businesses worldwide step by step, our research group are getting more and more interested in the situation of obstacles and drawbacks when transnational companies plan to enter a new market in a new country. Moreover, in order to solve these existed barriers and obstacles, how these companies come out with their own solutions so they could survive. We find that localization is one of the probable and feasible solutions, so we are trying to figure out those solutions using the strategy of localization. We will tackle this research in the vision of a specific transnational company called Coca-Cola and find out what kind of strategy Coca-Cola company used in the Chinese (mainland) market. We will start in several places—advertisements, design, traditional culture, and total outcomes. We searched different data, essays, advertisements, and designs that contained Chinese styles. Our research results may contribute to those companies who want to expand their businesses overseas and give some advice to those companies who want to enter the Chinese market. Moreover, it will be very helpful for new start-ups, giving them a way of development and assist them in framing their own future strategies and goals. We can really learn much through researching the Coca-Cola company, like how to take advantage of local people, praise locals’ flavours, and make different products and strategies in different areas. To sum up, this research will help people know how transnational companies work and profit through globalization.
- Copyright
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Haoyan Jin AU - Fengyi Ren AU - Hanqiu Zhong PY - 2022 DA - 2022/03/26 TI - The Relationship Between Culture and Entrepreneurship BT - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022) PB - Atlantis Press SP - 2472 EP - 2475 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220307.404 DO - 10.2991/aebmr.k.220307.404 ID - Jin2022 ER -