Why Coca‐Cola has lost its fizz Unwillingness to innovate is blamed for Coke's weakened position in the cola war

Why Coca‐Cola has lost its fizz Unwillingness to innovate is blamed for Coke's weakened... Purpose – To consider side‐by‐side various arguments as to why Coca‐Cola's performance has dwindled over the past decade. Design/methodology/approach – Review of three previously published articles on Coca‐Cola, drawing out the similarities in their arguments Findings – Coca‐cola's core market is increasingly difficult to please and senior managers are not confident or quick‐moving enough in their strategies to reach them. Practical implications – Managers should ensure strong communication and a confident approach. Originality/value – Draws together detail of oversees, marketing and product strategies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

Why Coca‐Cola has lost its fizz Unwillingness to innovate is blamed for Coke's weakened position in the cola war

Strategic Direction, Volume 22 (1): 3 – Jan 1, 2006

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Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
0258-0543
DOI
10.1108/02580540610635898
Publisher site
See Article on Publisher Site

Abstract

Purpose – To consider side‐by‐side various arguments as to why Coca‐Cola's performance has dwindled over the past decade. Design/methodology/approach – Review of three previously published articles on Coca‐Cola, drawing out the similarities in their arguments Findings – Coca‐cola's core market is increasingly difficult to please and senior managers are not confident or quick‐moving enough in their strategies to reach them. Practical implications – Managers should ensure strong communication and a confident approach. Originality/value – Draws together detail of oversees, marketing and product strategies.

Journal

Strategic DirectionEmerald Publishing

Published: Jan 1, 2006

Keywords: Brands; Innovation; Marketing; Organizational change

References

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