Ode to the Unsung Hero - Navigating the turbulent waters of research
How Coca-Cola is managing today's increasingly complex business reality with a global research landscape

List of publications
Visual Description
Visual Description

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
PDF version (download)
Display prices in :
EUR 15.00
Members: EUR 0.00

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.




Date of publication: 13.09.2012
ISBN: 92-831-0260-6
Order Code: 67596_02
Number of pages: 21

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password


Not a member? Read more about membership benefits
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Publications Services:
publications@esomar.org