(Signature Assignment: Critical Thinking, Emphasized Level)
Global companies require the alignment of their employees and partners not only on the strategy itself but also on the values needed to make that strategy successful. Values reflect and shape corporate culture. A shift in strategy often requires a shift in values.
Familiarize yourself with Coca-Cola’s Mission, Vision and Values. Retrieved from http://www.coca-colacompany.com/our-company/mission-vision-values
Advertising Age. (2016). Coke replaces “Open Happiness” with “Taste the Feeling” in major strategic shift. Retrieved from http://adage.com/article/cmo-strategy/coke-debuts-taste-feeling-campaign-strategic-shift/302184/
El Rafai, K. (2016, February 24). Kensington 4 – Coca Cola – branding – strategic marketing 2015-16[Video file]. Retrieved from https://www.youtube.com/watch?v=DEQhV4xCqXM
Applying critical thinking skills at the “emphasized” level, respond to the following in a well-integrated essay:
Prepare a 5- to 6-page paper (not including title page and reference list). Review the background readings, and conduct library research on Coca-Cola, using IBIS World and other library sources, as well as company websites and/or other information found on the Internet. Include at least 5 sources.
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