Greeks reacted negatively to Coca-Cola advertising using Coke bottles as pillars for the Parthenon.This is a form of ________ risk.
A) currency
B) management
C) economic
D) environmental

Question

Quizplus · Accepted Answer

Differences in cultures across countries can also pose unique challenges for managers. Cultural symbols can evoke deep feelings. For example, in a series of advertisements aimed at Italian vacationers, Coca-Cola executives turned the Eiffel Tower, Empire State Building, and Tower of Pisa into the familiar Coke bottle. However, when the white marble columns of the Parthenon that crowns the Acropolis in Athens were turned into Coke bottles, the Greeks became outraged. Why? Greeks refer to the Acropolis as the holy rock, and a government official said the Parthenon is an international symbol of excellence and that whoever insults the Parthenon insults international culture. Coca-Cola apologized. This is a management risk.

Greeks Reacted Negatively to Coca-Cola Advertising Using Coke Bottles as Pillars