Insights from Project GLOBE: extending global advertising research through a contemporary framework

Numerous calls have been made for further application of the Project GLOBE cultural framework (cf. House et al.

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

Introduction

Coca-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...

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