Article navigation
Volume 9, Issue 5
1 May 1988
Journal of Business Strategy Cover Image for Volume 9, Issue 5
Review Article| May 01 1988

How Coke Markets to the World: An Interview With Marketing Executive Ira C. Herbert

Publisher: Emerald Publishing
Online ISSN: 2052-1197
Print ISSN: 0275-6668
© MCB UP Limited
1988
Journal of Business Strategy (1988) 9 (5): 4–7.
https://doi.org/10.1108/eb039248

Ira C. Herbert, The Coca‐Cola Company's chief marketing officer, reveals how Coke tailors its global marketing strategy to satisfy the tastes of 155 nations.

This content is only available via PDF.
© MCB UP Limited
1988
You do not currently have access to this content.
Don't already have an account? Register

Purchased this content as a guest? Enter your email address to restore access.

Pay-Per-View Access
$41.00
Rental
This article is also available for rental through DeepDyve. Read this now at DeepDyve
1,259 Views
2 Crossref

New and popular articles

Introducing open strategy in hierarchical organisations: the evolving roles of upper management in its implementation
Growth expectations, new venture continuation and the role of ownership stakes
Mapping the fragmented landscape of privacy in the age of generative AI: a bibliometric analysis and future research agenda
Mixed emotions? Firm performance implications of tenor incongruent firm 10-K forms versus mass media reporting tenor

Suggested Reading

Diet Coke faces negative publicity
The CASE Journal (February,2026)
Coca‐Cola brand protection before World War II – it's the real thing!
Journal of Historical Research in Marketing (April,2012)
Why Coca‐Cola has lost its fizz: Unwillingness to innovate is blamed for Coke's weakened position in the cola war
Strategic Direction (January,2006)
“The Coke side of life” – an exploration of pre‐schoolers' constructions of product and selves through talk‐in‐interaction around Coca‐Cola
Young Consumers: Insight and Ideas for Responsible Marketers (November,2009)
Lublin Coca‐Cola Bottlers Ltd
British Food Journal (June,1999)

Related Chapters

FLUID SIGNS OF COMMODITY FETISHISM: THE COSMOLOGIES OF COCA-COLA AND TESGUINO
Anthropological Perspectives on Economic Development and Integration
Board Diversity in Audit and Finance Committees: A Case Study of Coca-Cola
Diversity within Diversity Management: Types of Diversity in Organizations
Corporate Social Responsibility Does Not Avert the Tragedy of the Commons – Case Study: Coca-Cola India
Strategic Corporate Responsibility and Green Management: Perspectives and Issues in Emerging Economies

Recommended for you

These recommendations are informed by your reading behaviors and indicated interests.

Cited By

Google Scholar
CrossRef (2)
This Feature Is Available To Subscribers Only

or Create an Account

Close subscription notice
Close access options