Ensayos desarrollados para la graduaci?n de la Maestr?a de Comunicaci?n Internacional

Authors: Grijalva Arroyo, Mar?a Isabel; Escano, Janis; Noshio, Kyoko; Cork, Vanessa

Description: Upon closer investigation, this study found that The Coca-Cola Company has yet to improve certain aspects of its communication strategies as a transnational company. The first part involves an evaluation of the company?s use of social media, specifically of Facebook, Twitter, and Google+. It is then followed by a review of Coca-Cola?s current social responsibility projects, in particular, in Japan and Mexico, which represent the crux of its glocalization strategies. The paper then enumerates some criticisms regarding its underutilization of social media, and underlined the company?s weaknesses in addressing issues of obesity. The last part of the paper outlines some suggestions on how Coca-Cola may improve its branding and advertising strategies by increasing its online presence, and recommendations on how it can further build its public relations to tackle the problem of obesity.

Topic: COMUNICACI?N INTERNACIONAL
COMUNICACI?N TRANSNACIONAL
COMUNICACI?N PARA EL DESARROLLO
TAB? Y HOMOSEXUALIDAD

Get full text: http://repositorio.educacionsuperior.gob.ec/handle/28000/1761