The Real Lesson of New Coke : The Value of Focus Groups for Predicting the Effects of Social Influence

n April 1985, the management of Coca-Cola Co. announced its decision to change the flavor of the cotnpany's flagship brand. The events that followed from this decision, as well as the faetors which led up to it, have been reviewed, discussed, and extensively analyzed in the popular press, the trade press, and in marketing textbooks. Two books and at least… CONTINUE READING