“As with any organization wishing to internationalize its products or services, higher education institutions (HEIs) are faced with a multitude of cultural, financial and administrative challenges. Given that HEIs are quite labor-intensive, generally have low operating margins and find it relatively difficult to achieve economies of scale,
this problem is exacerbated. It often becomes difficult to justify the high cost of international travel to recruit only a few students from one country. The obvious solution is to market within a few countries that can send large numbers of students. However, this diminishes the variety of nationalities in the classroom and the overall learning experience for all those involved. Such lack of diversity has been a source of complaint from many professors faced with ‘international classes’ that contain only one or two nationalities.”
Coca cola, bottling plant, marketing, soft drinks industry, Pepsi
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