Insights from Project GLOBE: extending global advertising research through a contemporary framework
Robert J. House
University of Pennsylvania
Narda R. Quigley
Villanova University
Mary Sully de Luque
Thunderbird School of Global Management
IntroductionCoca-Cola, one of the most widely recognised brands in the world, launched a global integrated marketing campaign in early 2009 focused around its ‘Coke Side of Life’ theme. The Atlanta-based company invited its customers to ‘Open Happiness’ and rediscover the simple joys of life, a message that it hoped would resonate globally. While the outcomes of this particular campaign are still in question, it is clear...