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Research papers

The challenge of a global brand in unstable times

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,...

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