Design to Grow

byDavid Butler, Linda Tischler

How Coca-Cola Learned to Combine Scale and Agility (and How You Can, Too)

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Tomorrow's business winners need two things: scale and agility. The answer to both is design.

For over a century, The Coca-Cola Company has used design to scale its flagship brand to over 200 countries. And in recent years it has sustained that growth while becoming even more agile - something most established businesses struggle with.

In Design to Grow, Coca-Cola's vice president of Innovation and Entrepreneurship David Butler gives an unprecedented behind-the-scenes look at Coca-Cola's design-led strategy for growth. He shows how any business can use the same approach to get to the next level.
What explains Coca-Cola's worldwide market dominance? David Butler and Linda Tischler argue that it's a result of attention to design details at every level of the organization, in every product line, in every country, by every employee. Whatever the size of your enterprise, you'll find in this book a master class in problem-solving, in cross-cultural marketing, and in decision-making
Daniel H. Pink, author of TO SELL IS HUMAN and DRIVE

About David Butler

Details
  • Imprint: Penguin
  • ISBN: 9780241198384
  • Length: 256 pages
  • Dimensions: 198mm x 16mm x 129mm
  • Weight: 181g
  • Price: £15.99
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