What "The Godfather" has to do with Coca-Cola: Unveiling the protocol and quality-control consigliere

This paper describes how Coca-Cola, the beverage company, ensures consistency in its market research globally, through the use of a partner organisation that monitors and supports the activities of its research agencies around the world.

What "The Godfather" has to do with Coca-Cola: Unveiling the protocol and quality-control consigliere

Thomas Walker, Cecilia La Greca and Horst Feldhaeuser

Introduction

In 2006, Coca-Cola redefined its 2020 vision to become the 'Total Beverage Company'. However, we had a blind spot. The tracking protocol we were using to read consumer behavior may have been good enough for the old 'fizzy drinks' reality; however, it wasn't adequate to measure the increased complexity of the beverage landscape the company needed to understand to lead in the future.

The proliferation of beverage choice and categories were radically different in each market: some...

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