Abstract:
Consumer Mood came up in a context of regional economic crisis, seeking to provide Coca-Cola with local sensitivity without losing sight of its international status. Taking care of the rest of these aforementioned points was not part of the design, but a need we faced during the development of the project. We opened the âbehind the scenesâ of the âcontext methodologyâ we used in Coca-Cola South Latin America (Argentina, Bolivia, Chile, Paraguay, Peru? and Uruguay), the good moves and the setbacks in its implementation, to add to the debate the true meaning of operating in real time. We understand that this concern is not only part of our agenda, but of the agendas of many other companies as well.
This could also be of interest:
Research Papers
The challenge of a global brand in unstable times
Catalogue: Latin America 2019
Authors: Carolina Porcari, Maria Muzio, Rosaline Hester, Sabrina Scolnic
Companies: Compañia de Negocios Moiguer, The Coca-Cola Company
April 7, 2019
Research Papers
The myth of the invincible global brand
Catalogue: Latin America 2008
Authors: Jorge Alagon, Nigel Hollis
Company: KANTAR TNS Malaysia
May 13, 2008
Research Papers
Developing a global brand
Catalogue: Seminar 1994: Building Successful Brands
Authors: Philip Dover, Roy Croft, Robert Kopp
 
June 15, 1994
