Ode to the unsung hero: How Coca-Cola is managing today's increasingly complex business reality with a global research landscape

This paper outlines how Coca-Cola changed its approach to consumer behaviour in order to deal with an increasingly complex global beverage market.

Ode to the unsung hero: How Coca-Cola is managing today's increasingly complex business reality with a global research landscape

Patricio Pagani,Javier Quiñones and Veronica MorenoInfotools, New Zealand and The Coca-Cola Company, USA

Old tunes

"Take...