How Coca-Cola's 3A model can facilitate Chinese SMEs' post-pandemic strategic choices

冯广晟 Curtis A. Ferguson，毛至人 Zhiren Mao

The post-pandemic era is a comprehensive test of the capabilities of vulnerable small and medium-sized brands that need to reshape their strategic choices. There is no doubt that a more adaptable model is required.

The unexpected lockdowns during 2022 has brought new challenges for many emerging brands in China.

First of all, no one knows if the pandemic will gradually disappear with the passage of time or if there will be new viruses. The uncertainty that comes with this is a test of the capabilities of small and medium-sized enterprises. Secondly, the increase in online consumption, average online time spent, and number of at-home scenarios, and many other subtle changes in consumer behaviour will undoubtedly reshape the strategic choices of brands after the pandemic.

Therefore, small and medium-sized enterprises need a more adaptable...

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