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3-Pronged Strategy Guides Coke’s Product Line Expansion Activities

December 10, 2009: 04:21 AM EST
The head of Coca-Cola’s innovation unit said recently that he follows a three-pronged strategy for expanding the company’s product line. The Venturing and Emerging Brands unit develops its own new products, locates international Coke products that might succeed in new markets, and invests in small companies that show promise in emerging markets. To snag Coke’s attention, however, a new product has to reach a threshold of $10 million to $50 million in sales, according to this BevNet.com article, or be in the “pain of growth” phase of $50 million to $100 million in sales.
Matt Casey , "BevNET Live: VEB Chief Explains Coke's Innovation Push", BevNET.com, December 10, 2009, © BevNET.com, Inc.
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