I am currently reading Prof.Vijay Govindarajan's "The quest for global dominance".He has written a beautiful chapter on cultivating a global mindset.I loved this mindset of coke from its 1995 annual report.
What is our most underdeveloped market?
Human Body.People can do without most things for an entire day.But everyday, 5.7 million people consume roughly 64 ounces of fluid to survive and we currently account for less than 2 ounces.
Now I know where that power to succeed comes for Coke.
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