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- Title
COCA-COLA: LONG TERM INNOVATION (A CASE STUDY).
- Authors
Polk, Xanshunta L.
- Abstract
The present study examined Coca-Cola's success and associates such success to the company's long-term innovations. The factors examined were leadership and change, leadership ethics and responsibility, and Coca-Cola's new innovation initiatives: packaging, new products, equipment, community outreach, marketing, and marketplace. This study recommends that organizations that remain innovative in all aspects of the organization will have the most long-term success, stay ahead of competition, and maximize profits. Recommendations for further research in this area of study center on the organizational innovation system, including the notion of a set of common values and goals within an organization.
- Subjects
COCA-Cola Co.; INNOVATIONS in business; BUSINESS planning; MARKETING strategy; MARKETING
- Publication
Consortium Journal of Hospitality & Tourism, 2009, Vol 13, Issue 2, p61
- ISSN
1535-0568
- Publication type
Article