How Coca-Cola Became 'The Real Thing' in India

Emerging markets are enticing to companies because of the growth potential they present. But when cultural, economic, and logistical issues arise, survival in these markets is often a challenge. Recently, Stan Sthanunathan, vice president of Knowledge & Insights with The Coca-Cola Company, spoke to MBA students in a global business environments course at Emory University’s Goizueta Business School about the intricacies of doing business in India. Among the insights — how a thorough understanding of consumer behavior helped the soft-drink giant turn a losing proposition into a winning strategy in only two years.