Description of this paper

Why do you think that Roberto Goizueta switched from a strategy that emphasized localization

Description

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Question

1. Why do you think that Roberto Goizueta switched from a strategy that emphasized localization towards one that emphasized global standardization? What were the benefits of such a strategy?;2. What were the limitations of Goizueta's strategy that persuaded his successor, Daft, to shift away from it? What was Daft trying to achieve? Daft's strategy also did not produce the desired results. Why do you think this was the case?;3. How would you characterize the strategy Coke is now pursuing? What is the enterprise trying to do? How is this different from the strategies of both Goizueta and Daft? What are the benefits? What are the potential costs and risk?;4. What does the evolution of Coke's strategy tell you about the convergence of consumer tastes and preference in today's global economy?

 

Paper#32506 | Written in 18-Jul-2015

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