1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
We can safely assume that the Coca Cola company is familiar with concepts like segmentation and the marketing mix, and that reading the Garber et al. paper therefore would not have saved them from one of the biggest marketing blunders in history. If there is anything we can learn from the Coca Cola case, it is probably in the area of problem framing and organisational learning, not in the design of taste studies.
Food Quality and Preference, 2003, Vol 14, Issue -, p. 39-40