11/9/2011

Coca-Cola is one of the world's truly global companies, but it's careful not to treat all of its markets the same. "The Coca-Cola brand is global, but it must be locally relevant," says Ahmet C. Bozer, president of Coca-Cola's Eurasia and Africa Group. "The same brand architecture may be communicated, but it has to be done differently in each country."

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