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Coca-Cola Nestlé Refreshments Company (E)

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 E describes an ill-fated incident involving one of Coca-Cola's bottlers - a situation that allows one of CCNR's main competitors to stay in the market when this could have been avoided.

Collection: IESE (España)
Ref: SM-1635-E
Format: PDF
Number of pages: 3
Publication Date: Mar 31, 2016
Language: English, Spanish

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Description

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 E describes an ill-fated incident involving one of Coca-Cola's bottlers - a situation that allows one of CCNR's main competitors to stay in the market when this could have been avoided.
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Year: 1991-2001

Coca-Cola Nestlé Refreshments Company (E)

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"Coca-Cola Nestlé Refreshments Company (E)"