In 2005, faced with degraded earnings, sluggish sales growth and stagnated innovation, Coca Cola, the US-based drink maker, issued a "manifesto for growth", which incorporated a sweeping vision, long-term objectives and a set of beliefs about the world and business. The manifesto uncompromisingly demanded that Coca Cola leaders were to work together to re-energize the brand around the world. The manifesto engaged natural tensions between many new global initiatives and the need for geographic GM...

BPIR Categories

2.2.4 Formulate and review business unit strategy
4.1.4 Develop & implement marketing strategy
8.1.1 Leaders develop/manage org culture,vision&values

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