Проектируя бизнес: Как захватить рынок, адаптируясь к переменам. Опыт Coca-Cola. Дэвид Батлер

Проектируя бизнес: Как захватить рынок, адаптируясь к переменам. Опыт Coca-Cola

Senge, The Fifth Discipline: The Art & Practice of The Learning Organization (Doubleday Business, 1990), page 68.

3

"Why Coke Cost a Nickel for 70 Years," http://m.npr.org/news/Business/165143816. Accessed November 15, 2012.

4

Coca-Cola Company Market Capitalization. http://www.wikinvest.com/stock/Coca-Cola_Company_%28KO%29/Data/Market_Capitalization.

5

http://content.time.com/time/business/article/0,8599,227472,00.html. Accessed April 6, 2002.

6

Этот документ, больше известный как манифест «Целенаправленный дизайн», изложен в конце книги.

7

Stephanie Strom. «Coca-Cola Tests Sweeteners in Battle of Lower Calories», New York Times, May 14, 2012.

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

Скачать книгу