| dc.description.abstract | Coca cola is famous as an extraordinarily successful example of globalization; as well as of the expansion of “Americanization”, when for many people, globally, the name ‘Coca Cola’ is synonymous with American culture. This wave of ‘Americanization’, however, is simultaneously adapted to national communities, blurring the fundamental distinction between the concept of American and globalization, and between global markets and national communities. This raises the issue of the nature of globalization itself, and within this process, the construction of national community. Coca Cola market culture is understood to have initially developed within the unique environment of the United States. There is a tension between the demands of the global market and this market culture, with this local starting point. At the end of WW-II, amidst the dramatic change in the role of the USA in the world, alongwith the rise and growth of the multinational enterprises, the construction of the Coca Cola market culture is seen to have undergone a striking change, with the initiation of its own strategy of globalization. | en |
