How Coca-Cola is picking winners and killing off "zombie" brands in its portfolio

Stephen Whiteside

Coca-Cola, the beverage manufacturer, is streamlining its brand portfolio to focus on strategic priorities and the assets with greatest potential.

The Coca-Cola Co. is streamlining its unwieldy portfolio of 400 brands to ensure its largest assets and best new products thrive, while slow-moving “zombie” beverages are killed off.

In organizing its sprawling array of beverages, the Atlanta, Georgia-based...

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