A estratégia empresarial da The Coca-Cola Company no Brasil de 2008 a 2014

Abstract

This study aims at understanding the business diplomacy strategy of The Coca Cola Company in Brazil over the recent period from 2008 to 2014. Regarding this primary objective, the analysis comprises applicable concepts and both the history of the brand and Brazil among a specific period of time, through exploratory research. Ultimately, the research provides a case study of the company‟s actions, according to data provided by its Governmental Relations department. In the final analysis, a third way of thinking Coca Cola‟s business strategy has been identified. The research outcomes were only made possible by the exploratory research of the company‟s information and its analysis through the two-level game theory.