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 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...

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