Global issues in branding, communication and corporate structure

Marilyn Roberts

Chapter Chapter 7 in Raising the Corporate Umbrella, 2001, pp 149-174 from Palgrave Macmillan

Abstract: Abstract On October 2, 2000 a feature story by Andy Beckett in the Guardian (London) focused on the global soft-drink giant Coca-Cola.The article contained quotes from Tom Long, the newly appointed head of operations for Britain and Ireland. Long had spent most of his decade-long career in the Atlanta head­quarters in market research and as global director for strategic marketing. Long stated: We [Coca-Cola] need a good examination every now and again … Our response to last summer’s (Belgian) product crisis should have been a heck of a lot faster.We haven’t been good marketers some years. We’ve found out that a centralised (sic) structure didn’t let our people experiment. The company had gone for efficiency and scale … the way to be big is by being small. (Beckett, 2000)

Keywords: Multinational Company; Product Brand; Corporate Brand; Brand Communication; Global Brand (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-55458-0_7

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DOI: 10.1057/9780230554580_7

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