System dynamics transforms Coca-Cola brand planning

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A great article by Ram Krishnamurthy, Group Director, Marketing Strategy & Insights at Coca-Cola + others … see more on Vittorio Raimondi and Dave Exelby who head the work. As Krishnamurthy says . “The benefits go beyond the forecasts … it is about enabling foresight – the ability to create plausible quantified scenarios and to provide sufficient clues on how to realize the chosen strategic path. Driven by the ...

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Customer satisfaction and growth

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Interesting article in Sloan Management Review on linking customer satisfaction to growth. Looks based on very thorough research on customer satisfaction metrics and their subsequent behaviour – especially passing on recommendations. Of course, to do the customers-to-sales link properly, you would want to break apart the three elements [a] customer win-rate, [b] customer loss-rate .. and their combined effect on the total customer base .. and [c] purchase rate. See Strategic Management Dynamics chapter 6.  Do beware ...

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