Leveraging qualitative for indigenous innovation: How Pepsi is building a franchise around indigenous flavour innovations
Irene Joshy, Ruchira Jain and Shivkumar Raman
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Introduction
When Global food marketers look at local food in an unfamiliar, emerging market they are often confronted by an array of baffling dishes and complex flavors. They ask questions such as:
"How will I build a bridge between my brand and traditional norms, preferences, palates?"
"How can I draw on traditional, local recipes to sell a modern product?"
The issue is compounded when marketers are operating in diverse,...