Virgin Cola
Claudio Vignali
(Principal Lecturer, Manchester Metropolitan University, Manchester, UK)
12361
Abstract
Seeks to evaluate the global position of Virgin Cola within the soft drinks industry. In order to do this, Virgin Cola’s strategy regarding the UK and the US markets is evaluated. Emphasises the importance placed upon the Virgin brand and determining whether or not this proves to be successful for Virgin Cola in relation to its global competitors. The MIXMAP model is used to critically analyse whether or not Virgin Cola have been consistent in aligning their strategy in the debate on internationalisation versus globalisation.
Keywords
Citation
Vignali, C. (2001), "Virgin Cola", British Food Journal, Vol. 103 No. 2, pp. 131-145. https://doi.org/10.1108/00070700110694843
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited