COMPANY SPOTLIGHT: THE COCA-COLA COMPANY

The article profiles Coca-Cola Co., a leader in the beverage industry. The Coca-Cola Company focuses on the non-alcoholic beverage market, producing a range of drinks around the world, many of which are tailored to specific local tastes. It is active in over 200 countries. The company sells over six million beverages every day. The company groups its products into four business divisions: Refreshment, Rejuvenation, Health & Nutrition, and Replenishment, each of which is distributed in North America, Africa, Asia, Europe/Eurasia and Middle East, and Latin America. For the fiscal year ended December 2003, Coca-Cola achieved revenues that totaled $21,044 million, an increase of 7.6% against 2002 revenues that were $19,564 million.

Referencias: Company Spotlight: The Coca-Cola Company. (2005, August). MarketWatch: Drinks, Retrieved October 17, 2008, from Business Source Premier database.

SOCIAL IDENTITY AS A USEFUL PERSPECTIVE FOR SELF-CONCEPT-BASED CONSUMER RESEARCH

Psychology's study of the self-concept has generated numerous paradigms with different underlying assumptions. In this article it is argued that these assumptions must be considered before a self-concept paradigm can be meaningfully applied to consumer research. The major premise in this article is that the recent work on social identity is a particularly meaningful paradigm to adopt for consumer research that implicates the self. This argument is developed with a conceptual discussion of major self-concept issues, an overview of basic self-concept paradigms in psychology, and a synthesis of possible factors that may be considered in future theories of social-identity-based consumption decision making.

Referencias: Reed II, A. (2002, March). Social Identity as a Useful Perspective for Self-Concept-based Consumer Research. Psychology & Marketing, 19(3), 235-266. Retrieved October 17, 2008, from Communication & Mass Media Complete database.

COCA-COLA TO DITCH DIET COKE "HUNK' POSITIONING"

The article reports on the intention of Coca-Cola GB to drop its Diet Coke hunk advertisment after it revived the icon for its Diet Coke break activity in Great Britain. The company is planning its strategy for the brand to align its positioning with the U.S., where Diet Coke is associated with entertainment and style. It is noted that the current campaign is a re-run of Create Your Own Diet Coke Break TV Advertisement.

Referencias: Bokale, J. (2008, January 16). Coca-Cola to ditch Diet Coke 'hunk' positioning. (cover story). Marketing (00253650), Retrieved October 17, 2008, from Business Source Premier database.