In a classic move by the company, Coke gives "offsetting" a new strategic meaning (via NY Times):
"The Coca-Cola Company plans to erect 150 kiosks in 20 countries that will offer water, electricity and Internet connections; they may also sell Coke and other products."
Explanation by CEO Muhtar Kent:
"Why are we doing all of this? Because when there’s healthy communities, we have a healthy, sustainable business."
Translation: In case there's any doubt about the intention of this new business model, Coke's motivation is majority defensive. By having women in developing countries sell Coke products alongside health advice, clean water and Internet access, the business can make up for the obesity and other negative health impacts of its sodas. Now that's innovation.
"The Coca-Cola Company plans to erect 150 kiosks in 20 countries that will offer water, electricity and Internet connections; they may also sell Coke and other products."
Explanation by CEO Muhtar Kent:
"Why are we doing all of this? Because when there’s healthy communities, we have a healthy, sustainable business."
Translation: In case there's any doubt about the intention of this new business model, Coke's motivation is majority defensive. By having women in developing countries sell Coke products alongside health advice, clean water and Internet access, the business can make up for the obesity and other negative health impacts of its sodas. Now that's innovation.
No comments:
Post a Comment