EDITORIAL: Bad time for Coke to push its US values

Coca-Cola has picked a hell of a time to do an apparent volte face

on its "think local, act local" strategy and withdraw from local

hotshops in favour of the global agency powerhouses.

The terrorist attacks of 11 September were a terrible manifestation of

what can happen when cultures collide. What has happened since has only

emphasised the need for sensitivity to local customs and beliefs. Many

countries resent the propagation of US values across the globe. They

certainly don't want to see any more examples of US advertising


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