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
"Take me to the magic of the momenton a glory nightwhere the children of tomorrow dream awayin the wind of change"
– Winds of Change, Scorpions
Six years ago, Coca-Cola acknowledged a shocking fact: the dynamics in the beverage market were evolving faster than their ability to understand it. Coca-Cola redefined their 2020 vision and was poised to become...