Design to Grow: How Coca-Cola Learned to Combine Scale and Agility (and How You Can Too) by David Butler & Linda Tischler

Author:David Butler & Linda Tischler [Butler, David & Tischler, Linda]
Language: eng
Format: epub, mobi
Publisher: Simon & Schuster
Published: 2015-02-09T14:00:00+00:00

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One of the biggest challenges for the company, especially in developing countries, is simply to keep Coke cold—not perfectly cold, just cold.

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The company uses coolers to keep its products refrigerated. Nothing fancy, just a variation on what most people in developed countries have in their kitchens. A cooler is a cooler, right? Back in the early twentieth century it was. Coca-Cola partnered with the Glascock Brothers Manufacturing Company to design a cooler that could hold 72 bottles and 50 pounds of ice. It was basically a simple red box with the Coke logo on it. But it was quite effective and helped to scale the perfect serve around the world. Lots of people collect these; they remind us of an era frozen in time.

Today, things are quite different. The company doesn’t have one hundred years of history to lean on in developing countries like China. Most people there have never even had a Coke or know that it tastes better when chilled. In fact, lots of people have never even heard of drinking a cold beverage. And since everything is new, there are no standards, no patterns, no formats for anything. That’s a problem if the perfect way to enjoy your product is for it to be frosty.

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