Point of View: Big is not always beautiful
Stan SthanunathanThe Coca-Cola Company
Businesses focused on size and growth for decades and this drove scale and cost efficiencies. But as economies mature, criteria for assessing business success have become broader. Leaders are asking themselves 'Is being big always beautiful?' Increasingly, this question is being asked of research agencies and research departments within companies.
In the 90s, globalisation of economies and businesses started gathering momentum. This resulted in more companies demanding better understanding of consumers around the world. At that stage, there were very few players who could offer global research...