ВОПРОСЫ

1. К какой стадии глобализации вы бы отнесли Coca-Cola? Почему?

2. Какие элементы стратегии Coca-Cola помогли компании одержать верх над PepsiCo в
Восточной Европе?

3. Как бы вы охарактеризовали взаимодействие Coca-Cola с экономической и полит
ческой средой стран Восточной Европы?

Источники: Nathaniel С. Nash, «Coke's Great Romanian Adventure», The New York Times, February 26, 1995; «Company Close Up: Coca-Cola», in Luis R. Gomez-Mejia, David B. Balkin, Robert L. Cardy, Managing Human Resources, Englewood Cliffs, N.J.: Prentice Hall, 1995,616.


Литература

Chuck Hawkins, «FEDEX: Europe Nearly Killed The .Messenger», Business Week, May 25, 1992, 124-126; Daniel Pearl, «Innocence Abroad: Federal Express Finds Its Pioneering Formula Falls Flat Overseas», The Wall Street Journal, April 15, 1191, Al, A8; Eric Calonius, «Federal Express's Battle Overseas», Fortune, Decembers, 1990,137-140; Alan Salomon, «International Emphasis Is Behind New 'Look for FedEx», Advertising Age, June 27,1994; Vance Trimble, Overnight Success, New York: Crown Publishers, 1993. Carla Rapoport, with Justin Martin, «Retailers Go Global», Fortune, February 20, 1995, 102-108.

Geert Hofstede, «The Interaction between National and Organizational Value Systems», Journal of Management Studies 22, 1985, 647-657; Geert Hofstede, «The Cultural Rela­tivity of the Quality of Life Concept», Academy of Management Review 9,1984,389-398. E. S. Browning, «Computer Chip Project Brings Rivals Together, but the Cultures Clash», The Wall Street Journal, May 3, 1994, Al.

William J. Holstein and Brian Bremmer, «The Little Guys Are making It Big Overseas», Business Week, February 27, 1989, 94-96; Iris Lorenz-Fife, «Resource Guide: Small-Business Help from the Government», Entrepreneur, December 1989, 168-174; Amy Barrett, «It's a Small (Business) World», Business Week, April 17, 1995. «How Revenues of the Top Ten Global Companies Compare with Some National Eco­nomies», Fortune, July 27,1992,19.

Robert T. Moran and/o/ш R. Riesenberger, The Global Challenge, London: McGraw-Hill, 1994,260.