International brand-building: lessons from PepsiCo Asia, McKinsey China and Espresso Connection

Michael Hoare

In this report from a Hong Kong-based event, the author describes an approach to successful new product development based on examination of several thousand new products.

International brand-building: lessons from PepsiCo Asia, McKinsey China and Espresso Connection

A report from The Sixth International Conference on Brand Management, 1 December, Hong KongMichael Hoare

A blend of academic and real-world insight, the Sixth International Conference on Brand Management was held in December 2010 in Hong Kong.

From the early morning session that looked at the clean, scientific methodology employed by Professor Robert Peterson at the University of Texas to determine the viability of a product or service before it reaches market, through to the strategies that helped a regional US coffee shop chain outmanoeuvre Starbucks, it was...

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