ABSTRACT
Australasia is a sub-region of the Asia-Pacific region and comprises the countries of Australia, New Zealand and numerous Pacific Islands, including Papua New Guinea. The first market research companies began opening in Australia just before the Second World War, but only took off in the 1950s and 1960s. The performance of the global brand Coca-Cola in the Australasia region reveals the singular characteristics of each of the markets and sheds light on responses to the current challenges posed by new technologies. According to the Hofstede system of cultural measurement, both Australia and New Zealand are highly individual and masculine cultures, thus direct advertising appeals are likely to be more successful. GLOBE places both countries within the Anglo cluster, which reflects the region's history from the end of the eighteenth century when Britain colonised Australasia. Non-British immigration to both countries has been a significant development since the Second World War with neighbouring regions overtaking Britain as the popular source of migrants.
