Daily Archives: February 1, 2012

BOOK REVIEW: “Inside Coca Cola” by Neville Isdell with David Beasley (2011)

Key words
Coca cola, bottling plant, marketing, soft drinks industry, Pepsi

Summary
Lovers of the TV series Friends will be familiar with the expression “OH…MY…GOD!” Forgive me for such a blasphemous outburst, but I can find no other expression that conveys just how awful this book is.

This is a great shame. Coca Cola is a business icon. In a world where 80% of the products we use today did not exist ten years ago, the drink has grown over no less than 13 decades. The title of the book then sounds so deliciously enticing. How could you resist the chance to understand the inner workings and the strategy of such a powerful and long lasting corporation? What the reader gets instead from Mr. Isdell, is 240 pages of self-infatuated monologue around the generic theme of “Me, myself and I.” This book is the literary equivalent of every teenager’s weekend nightmare i.e. being forced to visit Granddad for Sunday lunch and then having to listen politely for several hours of him droning on about how he saved the world. Continue reading

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Filed under Book Review, Business, Entrepreneurship, Strategy