Author： Dana Léo-Paul
Publisher： Emerald Group Publishing Ltd
ISSN： 0025-1747
Source： Management Decision, Vol.34, Iss.8, 1996-10, pp. : 41-47
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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.
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