Performance with purpose: The PepsiCo challenge

James R. Gregory
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James R. Gregory: Tenet Partners, USA

Journal of Brand Strategy, 2018, vol. 6, issue 4, 328-355

Abstract: Nothing is more challenging for a business leader than trying to change the culture of a company. Indra Nooyi came into the position of chief executive officer (CEO) at PepsiCo with an agenda to significantly change the company, its processes and its culture. To implement her game plan, she expertly managed the PepsiCo corporate brand through strategic communications and articulated a consistent vision to her shareholders, customers and employees. When Nooyi presented a bold agenda to a well-entrenched culture, any weakness in fortitude or financial performance would have quickly spelled doom. Now, with more than a decade of communicating her mantra of ‘Performance with Purpose’, we have the luxury of examining her performance and her communications effectiveness. Leveraging the corporate brand to build a strategic platform for growth is one of the most underutilised tools available to the CEO. Nooyi is an expert at keeping the message clear, concise and consistent over time. This paper presents Indra Nooyi in her own words.

Keywords: PepsiCo; Indra Nooyi; vision; leadership; strategy; communications; intangible assets; brands; corporate brand; brand equity; brand purpose; corporate strategy; management; ethics; sustainability; financial performance (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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