CCE pays heavy price for Coke’s lack of imagination
By Annette Farr | 15 February 2007
The announcement of major restructuring and 3,500 job losses at Coca-Cola Enterprises (CCE) says as much about The Coca-Cola Company as it does about its largest bottler. Annette Farr examines the underlying reasons behind CCE's current malaise and suggests it is Coca-Cola's failure to keep pace with rival PepsiCo in product innovation that has been the bottler's prime problem.
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The announcement of major restructuring and 3,500 job losses at Coca-Cola Enterprises (CCE) says as much about The Coca-Cola Company as it does about its largest bottler. Annette Farr examines the underlying reasons behind CCE's current malaise and suggests it is Coca-Cola's failure to keep pace with rival PepsiCo in product innovation that has been the bottler's prime problem.
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