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Week 4 Assignment Scenarios 

By Day 7, submit a 3- to 4-page analysis of one of the following scenarios.

Be sure to include all of the information mentioned in the “Your Task” section of the scenario you select.  Scenario 1: A European Crisis for Coca Cola  The situation: Review the two articles for Scenario I in this week’s Learning Resources. Imagine that you are an intercultural communication consultant (ICC) entering the Coca Cola Headquarters in Atlanta one month after the first four Belgian children claim they are ill due to consuming Coke products. You are there for another job but are invited into the meeting that is analyzing the handling of this crisis.  

To prepare for your Assignment, consider the following: 

• Former Coke CEO Robert Goizueta states, “Business will be the institution of the future. It’s the only global institution” (Greising, 1998, p. 145). Is this accurate? What implications does this have for ICC? • All businesses working across national borders deal with conflicts between corporate culture and the national cultures in which they operate. How would you recommend translating the corporate culture of Coca Cola to the national Belgian culture?  • Leaders are symbolic representatives. What recommendations would you have for the CEO, Doug Ivester? • How does the fact that Coca Cola has more revenue per year than the gross domestic product (GDP) of two thirds of all the world’s countries play a role in how they operate in a crisis? • What additional questions would you ask or what additional information would you need in order to give the most effective recommendations?   Your Task: Analyze the countries affected by this product issue. Consider how you would advise the leaders of Coca Cola on how they should have approached the situation from an intercultural communication perspective in order to have minimized the impact on sales and satisfied the needs of the countries affected. Provide recommendations of how Coca Cola could handle similar situations in the future more effectively. Cite at least two of the theories/tools from your Learning Resources to support your recommendations. 

Reference: Greisling, D. (1998). I’d like the world to buy a Coke: The life and leadership of   Roberto Goizueta. New York, NY: John Wiley and Sons, Inc.  

Attached is the requires reading on Coca Cola and the link as requested for the Scenario.

Ted Conferences, LLC. (2006). Ted talks - Hans Rosling: The best stats you've ever seen [Video file]. Retrieved from

More Fizz Than They Bargained For 1 More Fizz Than They Bargained For: Coca-Cola and the 1999 Belgian Crisis Gary W. Carson
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More Fizz Than They Bargained For 2 The Crisis Begins with a Pop Dateline Brussels, Belgium - May 1999: Forty – one school children became nauseous with headaches that required medical attention. When questioned, they reportedly drank “Coke that smelled funny”. Treated at a local hospital, the students were sent home for the rest of the day. After investigating, Coca Cola Corporation immediately pulled 100,000 cans of their product off of shelves and promised to pay for medical care and compensate victims. Upon testing the “tainted cans” no source of the illness could be found. On the heels of a questionable and botched poultry contamination scare, the Belgian Government Health Ministry was at the forefront of the investigation and media coverage. Within a few days nearly 200 people reported to a Lille, France hospital with nausea and headaches they attributed to contaminated Coca Cola products. Medical investigators found no connection between the soft drink and the illness, claiming it was “viral in nature” (Haggerty, Barrett, 1999) The Belgian government demanded a recall of Coke products until the company could identify the problem. The French Health ministry called for removal of Coke products. Both countries refused to wait for testing that could identify the source of the problem. The governments of Spain, Luxembourg, and the Netherlands also called for removal of all Coke products from the shelves and counters of their respective countries. One week later the governments still refused to allow Coca Cola products to be sold in their countries. Queries about product safety spread to Switzerland and even the African continent. Framework This paper will consider the communication of Coca Coal Company in the midst of this crisis and the aftermath. The theoretical view of the Belgian crisis is that what happened was a product problem that escalated into a clash of competing cultures. These cultures being the
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Coca-Cola Case Study Analysis Instructor Code [Student Name ] Table of Contents
1. Business will be the institution of the future. It’s the only global institution”
(Greising, 1998, p. 145). Is...

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