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The French WayHow France Embraced and Rejected American Values and Power$
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Richard F. Kuisel

Print publication date: 2011

Print ISBN-13: 9780691151816

Published to Princeton Scholarship Online: October 2017

DOI: 10.23943/princeton/9780691151816.001.0001

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The Adventures of Mickey Mouse, Big Mac, and Coke in the Land of the Gauls

The Adventures of Mickey Mouse, Big Mac, and Coke in the Land of the Gauls

(p.151) 4 The Adventures of Mickey Mouse, Big Mac, and Coke in the Land of the Gauls
The French Way

Richard F. Kuisel

Princeton University Press

This chapter focuses on major American business enterprises in France. It addresses three issues. First, did Coca-Cola and the others directly export their products, techniques, and strategies to France, or did they modify their ways to suit the locals? Did they impose or adapt? A second issue is an assessment of the impact of these American multinationals: What kind of reception did they get from French consumers, and what effects did they have on their French competitors? These questions lead toward a third and more general issue—the importance of culture and identity in determining French reaction. Were the perils of these outsiders caused by American managers' misunderstanding or disregard of French values, traditions, and sense of identity? Did culture hamper American business or did it prove so supple that it was of little consequence?

Keywords:   France, American business enterprises, Coca-Cola, multinational corporations, French consumers, culture

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