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Coca-Cola Nestlé Refreshments Company (C): Coca Cola's perspective

The Coca-Cola Nestlé Refreshments Company (CCNR) began operations in 1991 as a joint venture (JV) between Coca-Cola and Nestlé. Both companies had manufactured and marketed a ready-to-drink coffee-based drink in Japan very successfully. Aware of a large potential world market and of the difficulties associated with launching a new product category on a worldwide basis, the two companies decided to combine their respective capabilities for this purpose. Case C describes the events from the perspective of Coca-Cola. After initial cooperation from both partners, the JV starts experiencing problems. CCNR's management team starts shifting its focus from coffee-based to tea-based drinks.

Collection: IESE (España)
Ref: SM-1633-E
Format: PDF
Number of pages: 3
Publication Date: Mar 31, 2016
Language: English, Spanish

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The Coca-Cola Nestlé Refreshments Company (CCNR) began operations in 1991 as a joint venture (JV) between Coca-Cola and Nestlé. Both companies had manufactured and marketed a ready-to-drink coffee-based drink in Japan very successfully. Aware of a large potential world market and of the difficulties associated with launching a new product category on a worldwide basis, the two companies decided to combine their respective capabilities for this purpose. Case C describes the events from the perspective of Coca-Cola. After initial cooperation from both partners, the JV starts experiencing problems. CCNR's management team starts shifting its focus from coffee-based to tea-based drinks.
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Year: 1991-2001

Coca-Cola Nestlé Refreshments Company (C): Coca Cola's perspective

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"Coca-Cola Nestlé Refreshments Company (C): Coca Cola's perspective"