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
What material is included in this case:
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.
Read more
Year: 1991-2001
Leave your rating
"Coca-Cola Nestlé Refreshments Company (E)"
Register for free with IESE Publishing and enjoy all the advantages
What type of account do you want to create?
Choose account type
Professors
Academic Institutions
Individuals