Social and Behavioral Sciences Commons^™

Trump’S Trade Policies Deflate The American Beer Industry, Megan E. Myscofski

Capstones

You can’t tell the story of the U.S. economy under President Trump without his trade policy being front and center. As a presidential candidate, he promised to shrink the trade gap. It has widened by $6 billion since his inauguration and was at $52.5 billion as of this past September.

Farmers and small business owners have been on the front lines of the trade war, and the beer industry, which is full of farmers and small business owners, the damage is evident.

Link: http://meganmyscofski.com/capstone/

Glocalization In China: An Analysis Of Coca-Cola’S Brand Co-Creation Process With Consumers In China, Yinuo Shi

Electronic Thesis and Dissertation Repository

In contemporary marketing, corporations often work to induce consumers to participate in co-creating their brand value. Consumers, therefore, can be considered marketers, who are then used by marketing managers to create competitive advantage and market opportunities. Through processes of co-creation, companies also obtain valuable information about consumer preferences and values, which, in turn, can lower production costs. This thesis uses Coca-Cola as a case study to explore the ways international companies work to incorporate elements of Chinese culture and employ Chinese social media platforms in their promotional messages and activities in order to encourage Chinese consumers to co-create their brand …