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Purpose
To consider side‐by‐side various arguments as to why Coca‐Cola's performance has dwindled over the past decade.
Design/methodology/approach
Review of three previously published articles on Coca‐Cola, drawing out the similarities in their arguments
Findings
Coca‐cola's core market is increasingly difficult to please and senior managers are not confident or quick‐moving enough in their strategies to reach them.
Practical implications
Managers should ensure strong communication and a confident approach.
Originality/value
Draws together detail of oversees, marketing and product strategies.
© Emerald Group Publishing Limited
2006
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