Coca-Cola and CCE Strategically Advance and Strengthen Their Partnership

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Background of the article and its relevance to the course content
Atlanta-based Coca-Cola Co. is the world's largest beverage company. They have almost 500 brands which are sold in more than 200 countries at a rate of nearly 1.6 billion servings a day. Through the world’s largest distribution system, Coca-Cola Enterprises Inc., The Coca-Cola Company allows consumers in more than 200 countries the opportunity to enjoy their sodas, juices, and sparkling beverages every day.
Coca-Cola Enterprises Inc., also based in Atlanta, bottles and distributes the majority of the beverages that the Coca-Cola Company creates as products. Coca-Cola Enterprises Inc. is the largest marketer, distributor, and producer of nonalcoholic can and bottle
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The background of the article and its relevance to the course content has to do with change. According to (Want, 2007, p. 1-2) “this change contributes directly to a company’s ability or inability to effectively manage radically changing competitive business conditions”. Author Jerome Want further states that “because a company was once an industry leader does not make it immune to the impact of radical change”. In addition, former industry-leading companies such as The Coca-Cola Company and -Cola Enterprises have lost critical market share, in part, because they ignored or mismanaged their cultures.
Why is this article important?
The proposed transaction between Coca-Cola and Coca-Cola Enterprises was based on the fundamental idea that these changes would be beneficial to both companies and create a corporate culture based on trust and a shared vision. Currently, both Coca-Cola Enterprises and Coca-Cola Company are in a unique arrangement. This arrangement is one in which the united action of these two entities is believed to produce a better result than if they were to work toward the same goal individually. Thus, producing synergy and adding significant power to each company in their own right. Overall, the Coca-Cola Company and Coca-Cola Enterprises are very fortunate to have developed a strategic partnership that should allow both entities to

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