The Narrative Structure Coca-Cola Is Using to Dominate Beverage Markets
When you hold a global market position like The Coca-Cola Company (NYSE: KO), with products in over 200 countries, it's imperative to learn to think small if you want to remain competitive.
In the first article in this series, discussing the company's investor day conference on Nov. 16, we reviewed CEO James Quincey's directive that the company accelerate its brand development by favoring small and frequent experimentation over grand, big-bet product launches.
During the conference, executives informed investors that to this end, Coca-Cola plans to export the venturing and emerging brands (VEB) model to its various geographic regions. Developed in North America, VEB acts as a venture-capitalist investor, marketing partner, and advisor to promising brands in which it often takes an initial minority interest.
Source: Fool.com
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