Проектируя бизнес: Как захватить рынок, адаптируясь к переменам. Опыт Coca-Cola. Дэвид Батлер

Senge, The Fifth Discipline: The Art & Practice of The Learning Organization (Doubleday Business, 1990), page 68.

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      "Why Coke Cost a Nickel for 70 Years," http://m.npr.org/news/Business/165143816. Accessed November 15, 2012.

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      Coca-Cola Company Market Capitalization. http://www.wikinvest.com/stock/Coca-Cola_Company_%28KO%29/Data/Market_Capitalization.

      5

      http://content.time.com/time/business/article/0,8599,227472,00.html. Accessed April 6, 2002.

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      Этот документ, больше известный как манифест «Целенаправленный дизайн», изложен в конце книги.

      7

      Stephanie Strom. «Coca-Cola Tests Sweeteners in Battle of Lower Calories», New York Times, May 14, 2012.

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