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Article Information:
Title:
Afri-Cola GmbH, Macedonia - distribution infrastructure
Author(s):
Leo-Paul Dana
Journal:
Year:
1996
Volume:
Issue:
Page:
41 - 47
ISSN:
0025-1747
DOI:
10.1108/00251749610128112
Publisher:
MCB UP Ltd
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Abstract:
Reports that during the mid-1990s, Afri-Cola GmbH was a relatively small business in Cologne, Germany. Traces its successful launch of Afri-Cola, an Afri-Cola light beverage, in the newly independent republic of Macedonia, and its subsequent decision to evaluate its marketing strategy. Notes that opportunities were arising in nearby Albania; however, consensus was lacking as to what should be done next.
Keywords:
Albania, Consumer behaviour, Macedonia, Marketing, Soft drinks
Article Type:
General review