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Colas and Globalization: Models for Sports and Event Management

Colas and Globalization: Models for Sports and Event Management In the marketing world, the colas have been one of the first products to successfully globalize. Colas have progressed to where many of the colas are icons and assume a life of their own within various cultures. The process of globalization within each culture has set a pattern for many other products because the colas have been so successful in world acceptance. The basic process of adoption of a particular product by a culture depends, in part, on how the product is presented in relation to the understanding nature of the culture. Cola companies have found ways to present their product in a culturally sensitive approach to gain a very high acceptance among many of the countries throughout the world. Cola companies employ sport tourism strategies that enhance the image of destinations, promote hallmark events and provide revenues to build sport tourism venues. In this article, the authors will first explore product adoption for acceptance, the development of brand loyalty which leads to the success of marketing, hence globalization. Finally, the authors will examine the impact of sport and other phenomena in various case studies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Sport & Tourism Taylor & Francis

Colas and Globalization: Models for Sports and Event Management

15 pages

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References (67)

Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1029-5399
eISSN
1477-5085
DOI
10.1080/1477508032000161618
Publisher site
See Article on Publisher Site

Abstract

In the marketing world, the colas have been one of the first products to successfully globalize. Colas have progressed to where many of the colas are icons and assume a life of their own within various cultures. The process of globalization within each culture has set a pattern for many other products because the colas have been so successful in world acceptance. The basic process of adoption of a particular product by a culture depends, in part, on how the product is presented in relation to the understanding nature of the culture. Cola companies have found ways to present their product in a culturally sensitive approach to gain a very high acceptance among many of the countries throughout the world. Cola companies employ sport tourism strategies that enhance the image of destinations, promote hallmark events and provide revenues to build sport tourism venues. In this article, the authors will first explore product adoption for acceptance, the development of brand loyalty which leads to the success of marketing, hence globalization. Finally, the authors will examine the impact of sport and other phenomena in various case studies.

Journal

Journal of Sport & TourismTaylor & Francis

Published: Nov 1, 2003

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