Chapter 12 : Considering New Ventures and Corporate Renewal

Chapter 12 discussed how corporations look into new ventures and expand . Coca Cola created a team in 2007 ,called VEB specially for venturing and emerging brands . The goal of the team is to identify and build the company's next generation of billion-dollar brands in North America .The team invests in brands they believe will help satisfy unmet customer needs . Some of Coca Cola's new brands include NOS energy drinks,FUZE,Honest Tea,ZICO cocunut water ,Core Power protein drinks ,and illy issimo coffee beverages.