haku: @journal_id 1343 / yhteensä: 429
viite: 294 / 429
| Tekijä: | Dubow, J. S. Childs, N. M. |
| Otsikko: | New Coke, mixture perception, and the flavor balance hypothesis |
| Lehti: | Journal of Business Research
1998 : NOV, VOL. 43:3, p. 147-155 |
| Asiasana: | Brands Products Companies Strategy Decision making USA |
| Vapaa asiasana: | Taste Management decisions |
| Kieli: | eng |
| Tiivistelmä: | The Coca-Cola Company's 1985 decision to change the formula of Coca-Cola is examined in the context of mixture perception. The decision-making process at Coca-Cola is discussed, and the presence of an alternative strategy that was rejected is revealed. A working hypothesis that was invoked to reject the gradualist approach is also revealed - the flavor balance hypothesis (FBH). The FBH asserted that, due to mixture perception, one of the physically small changes of the gradualist approach would be perceptually large and detectable. A test of the FBH using new Coke and the original formula is reported. The strategic product management implications of the FBH versus the gradualist approach are discussed for other cases of successful and unsuccessful formula changes. |
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