Afri‐Cola GmbH, Macedonia ‐ distribution infrastructure
Léo‐Paul Dana
(Lecturer in Marketing, McGill University, Montreal, Canada, and Senior Adviser, World Association for Small Businesses)
972
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
Citation
Dana, L. (1996), "Afri‐Cola GmbH, Macedonia ‐ distribution infrastructure", Management Decision, Vol. 34 No. 8, pp. 41-47. https://doi.org/10.1108/00251749610128112
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited