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Revitalizing the Retail: A Case of the Coca-Cola Company

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Title: Revitalizing the Retail: A Case of the Coca-Cola Company

Authors: Tauseef Iqbal Khan, Syed Ali Raza

Journal: Asian Journal of Management Cases

HEC Recognition History
Category From To
Y 2024-10-01 2025-12-31
Y 2021-07-01 2022-06-30

Publisher: Lahore University of Management Sciences (LUMS), Lahore

Country: Pakistan

Year: 2023

Volume: 20

Issue: 2

Language: English

DOI: 10.1177/09728201231180401

Categories
Retail Industry (11) Marketing Strategy (36) Consumer Goods (16) Brand Revitalization (1) Beverage Industry (3)

Abstract

In April 2017, a senior delegation of the Coca-Cola Company (TCCC) visited Pakistan to reconsider the beverage industry of the country predominated by its strong competitor PepsiCo. Followed by the visit, TCCC planned to revitalize its retail practices ...

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