Question: The cola wars case study: Coke v Pepsi First, discuss the differences between discovery-oriented versus strategy-oriented decision problems. What kinds of questions are raised in

The cola wars case study: Coke v Pepsi

First, discuss the differences between discovery-oriented versus strategy-oriented decision problems. What kinds of questions are raised in each situation?

What is meant by normal thinking and why is it a problem? How might this be applied to the New Coke marketing campaign.

Why was Coke really losing share?

Was it truly a taste problem? Why/why not?

What was the role of the brand in the problem? Where else did they go wrong?

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