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How Coca-Cola Learned to Combine Scale and Agility (and How You Can Too)
Simon & Schuster
February 2015
On Sale: February 10, 2015
ISBN: 1451671822 EAN: 9781451671827 Kindle: B00LD1S2L4 Hardcover / e-Book
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Non-Fiction
Expert advice from Coca-Cola’s vice president of
Innovation
and Entrepreneurship: Learn how Coca-Cola uses design to
grow its business by combining the advantages of scale
with
the agility to respond to fast-changing market
conditions. In today’s world, every company is at risk of having a
“Kodak Moment”—watching its industry and the competitive
advantages it has developed over years, even decades,
vanish
overnight. The reason? An inability to adapt quickly to
new
business realities. Established companies are at risk,
but
it’s no easier being an agile startup, because most of
those
fail due to their inability to scale. Tomorrow’s business
winners—regardless of size or industry—will be the ones
that
know how to combine scale with agility. In Design to Grow, a Coca-Cola senior executive shares
both
the successes and failures of one of the world’s largest
companies as it learns to use design to be both agile and
big. In this rare and unprecedented behind-the-scenes
look,
David Butler and senior Fast Company editor, Linda
Tischler,
use plain language and easy-to-understand case studies to
show how this works at Coca-Cola—and how other companies
can
use the same approach to grow their business. This book
is a
must-read for managers inside large corporations as well
as
entrepreneurs just getting started.
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