Product details

The Coca-Cola Company (Coke), the world''s leading soft drink company, has its success tied to its global bottling system. As the company''s executives wielded more power and control over their bottling partners and neglected the partners'' interests, their relationships strained and the company''s performance became affected. On introspection, the company realised the need to revive its relationship with its bottlers and government regulators worldwide, in order to sustain its success. This case makes an attempt to trace some of the changes Coke made in rebuilding the strained relationships. It also aims at emphasising the importance of maintaining good relationships with partners, and taking their interests into account while designing policies.