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|Author(s): Patricio Pagani, Veronica Moreno, Javier Qui~nones
Collection: Congress 2012 - Accelerating Excellence - Celebrating 65 Years And Beyond
Keywords: Brand Research, Purchasing Behaviour
ESOMAR Congress 2012 Award Nominee - Best Paper Overall
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This presentation provides a sneak peek into the multi-million research practice that aims to take one of the world’s most-valued brands to lead its markets. It depicts how Coca-Cola has engineered a solution to one of research's oldest problems: how to survive in an increasingly complex reality with a tool that is relevant to local teams, while leveraging global knowledge. The presentation highlights how a centralized knowledge repository solution enables Coca-Cola strategists to manage an ever-growing portfolio of brands and categories, and provides examples of the synthesising analysis that is possible.