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Two Reasons to Demonstrate Why American Beverage and Individualism Investments Should Be Welcomed

Yao Tong(Dongbei University of Finance and Economics)


In recent years, the Chinese beverage market has become more mature and customers have changed their priorities when buying drinks. Furthermore, Chinese people who are more likely to focus on group interests tend to have more collectivism. The purpose of this article is to analyze the reasons why the investments of American beverage corporates and the American individualism should be welcomed. The fndings are (1) Coca-Cola Company have more strengths and opportunities than weaknesses when they advertise in China; (2) the carbonated industry is predicted to have a not very bright future; (3) the methods that American beverage industry advertise make Chinese people’s lives colorful owing to their advocacies and CSR awareness; (4) American individualism can push Chinese employees to be more competent.


Carbonated industry;Coca-Cola;CSR;Individualism;Consumer culture theory;Pepsi;Starbucks;Advertising;Irreverence

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