Why Coca‐Cola has lost its fizz: Unwillingness to innovate is blamed for Coke's weakened position in the cola war

To consider side‐by‐side various arguments as to why Coca‐Cola's performance has dwindled over the past decade.

Review of three previously published articles on Coca‐Cola, drawing out the similarities in their arguments

Coca‐cola's core market is increasingly difficult to please and senior managers are not confident or quick‐moving enough in their strategies to reach them.

Managers should ensure strong communication and a confident approach.

Draws together detail of oversees, marketing and product strategies.