CASE STUDY: THE COLA CONUNDRUM

(This case study is based on reports in the print and electronic media, and is meant for academic purpose only. The author has no intention to sully the image of the corporate or the executives discussed.)

COCA-COLA’S GENESIS AND GROWTH

Coca-Cola was concocted by pharmacist John Pemberton and was first introduced as a health tonic in Atlanta, Georgia in 1885. The company claimed that its drink was a sugary medicine with several health benefits and that it could treat headaches, impotence and morphine addiction. The drink was an instant hit and became hugely popular after the company decided to serve it to soldiers serving overseas in World War II. Presently, the company operates almost in all countries of the world ...

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