Behind coke's launch strategy; Coca-Cola chairman Goizueta outlines company's new product thinking

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Throw’em up and see if they stick.
Niche marketers have been doing that for years with their new products. Now Coca-Cola has adopted that strategy–at least for products that don’t carry the Coke name.
Speaking to analysts in New York, Coke chairman/ceo Roberto Goizueta said the company has decided that even if a new product enjoys only a short run, that beats maintaining a “passive” attitude that allows other firms to get a jump on new trends.

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