Coke's Changing Fortunes:The Need for Change



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Code : COM0025

Year : 2004

Industry : Beverages

Region : US

Teaching Note:Available

Structured Assignment :Available
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Abstract: The Coca-Cola Company, the world's leading soft drink company, is engaged in changing its leadership, strategies, and molding its culture.

After a slew of controversies due to strained relations with its bottlers, contamination scares and legal battles since the 1990s, the company's performance took a severe beating. Coca-Cola is now trying to change its structural 'hardware' as well as its behavioural 'software' to regain its past glory.

Pedagogical Objectives:

  • To discuss the company's efforts to learn from its mistakes and cope with the changing contexts
  • To discuss the contemporary management models like 'learning organisation', 'individualised corporation' and 'change masters', in the 21st century global economy.

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    Keywords : Coca-Cola; Coke; Competitive Strategies Case Study; Beverage; Change; Bottlers; Restructuring; Reorganisation; CEO succession; Mergers and acquisitions; Contamination scares; Lawsuits; Accounting; Corporate social initiatives; eKO management; Racial discrimination

    Contents :
    » Evolution of Coca-Cola
    » Changes in the Leadership: Changes in the Strategy
    » Restructuring and Reorganization at Coke


    Case Introduction >>


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