Fizz behind the moves
November 13, 2007
It is the world’s most potent trademark, the symbol of Americana. But can the Coca-Cola Company reinvent itself to meet the growing needs of an increasingly health-conscious global consumer?
“… The most basic truth about the psychology that underlies the corporate culture of the Coca-Cola Company is that the men who run it perceive Coke’s reality as unchanging. Domination in the past. Leadership in the present. Supremacy forever.”
That’s how scathing Roger Enrico, former President and CEO of Pepsi-Cola, is about Coca-Cola in his book, The Other Guy Blinked – How Pepsi Won the Cola Wars. But then the company that owns the greatest trademark in America’s business history is well-known for its hubris.
Except for a few blips, the dominance of Coca-Cola has been unparalleled for over 120 years. The rubric of innovation in the company has centered, from its early days, as much around creating novel products as building new markets and reinventing business processes. The firm’s culture of innovation has focused on generating pioneering new ideas and taking them to market in record time.
Entry Filed under: Ideas. .
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