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Virgin Cola

Author:
Vignali, C.
Source:
British food journal 2001 v.103 no.2 pp. 131-145
ISSN:
0007-070X
Subject:
soft drinks, food marketing, international trade, food industry, case studies, market competition, history, United Kingdom, United States
Abstract:
Seeks to evaluate the global position of Virgin Cola within the soft drinks industry. In order to do this, Virgin Cola's strategy regarding the UK and the US markets is evaluated. Emphasises the importance placed upon the Virgin brand and determining whether or not this proves to be successful for Virgin Cola in relation to its global competitors. The MIXMAP model is used to critically analyse whether or not Virgin Cola have been consistent in aligning their strategy in the debate on internationalisation versus globalisation.
Agid:
1465821