este estudio de caso libro de texto de negocios internacionales p�gi.pdf

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El documento analiza la evolución de la estrategia de Coca-Cola bajo diferentes líderes. Roberto Goizueta cambió de una estrategia local a una de estandarización global para aprovechar economías de escala. Sin embargo, su sucesor Daft se alejó de esta estrategia debido a sus limitaciones y trató de lograr un equilibrio, aunque tampoco tuvo éxito. La estrategia actual bajo Isdell se enfoca en satisfacer las preferencias locales de los consumidores, lo que tiene beneficios pero también riesgos. La evolución de

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este estudio de caso libro de texto de negocios internacionales pgina 518-519 Coca Cola
1. Por qu cree que Roberto Goizueta cambi de una estrategia que enfatizaba la localizacin hacia
una que empatizaba con la estandarizacin global? Cules fueron los beneficios de tal estrategia?
2. Cules fueron las limitaciones de la estrategia de Goizueta que convencieron a su sucesor,
Daft, de alejarse de ella? Qu estaba tratando de lograr Daft? La estrategia de Daft tampoco
produjo los resultados deseados.
Por qu crees que fue as? Cmo caracterizara la estrategia seguida
por Coca-Cola bajo el liderazgo de Isdell? Qu est tratando de hacer la empresa? En qu se
diferencia esto de las estrategias de Goizueta y Daft? Cuales son los beneficios? Cules son los
costos y riesgos potenciales?
4. Qu le dice la evolucin de la estrategia de Coca-Cola acerca de la convergencia de los gustos y
preferencias de los consumidores en la economa global actual?

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