Archivio per autore per: mdraebye

Why wasn’t Red Bull invented by Coca Cola?

Reading time: 8 minutes

11 Mar
11/03/2015
Foto del profilo di Mikkel Draebye

by Mikkel Draebye

SDA Professor of Strategic and Entrepreneurial Management

In 1982, Dietrich Mateschitz was marketing director for a toothpaste company. Like many other people in Thaliand, especially workers, he bought and drank Krating Daeng ("Red Bull") to give him a boost of energy and to fight jet-lag.
Observing that there was a strong domestic demand for the drink, Mateschitz hooked up with Chaleo Yoovidhya, founder of TC Pharmaceuticals that had launched Krating Daeng in Thaliand back in 1976 on a project aimed at introducing the product in Europe. Mateschitz invested all his savings and the European version of Redbull (a carbonated energy drink with an adapted taste) was launched in Austria in 1987 and is now the world's leading brand in the energy drink category.

SONY DSCIn 2008 CocaCola decided to launch their own energy drink (Monster) and in 2009 Pepsi followed with signing a distribution deal with Rockstar Energy.
There might be several reasons for why CocaCola and Pepsi, with their existing brand, production facilities, market intelligence units, marketing research and customer monitoring, did not pick up and experimented with this new category before 10 years after Mateschitz “couped” the market, but the situation is not atypical. In spite of being present on the market, having money to pay consultants and marketing people to follow market developments and trends and in spite of having existing distribution networks and therefore easy access to market data, many large companies are struggling to be pro-active, fast, entrepreneurial and innovative.

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VIDEO: Che cosa possono imparare le aziende tradizionali dalle start-up? – What can traditional companies learn from start-ups?

20 Nov
20/11/2014
Foto del profilo di Mikkel Draebye

by Mikkel Draebye

SDA Professor of Strategic and Entrepreneurial Management

Il Professor Draebye, SDA Professor di Strategia e Imprenditorialità, ritiene che il futuro sarà fortemente influenzato dall'imprenditorialità e che le grandi aziende debbano adottare la mentalità di una start-up e modificare i loro processi per restare competitive nel contesto attuale. Draebye approfondisce le ragioni del successo delle start-up e parla delle lezioni che le grandi aziende possono imparare da quelle appena nate.

Professor Draebye (SDA Professor of Strategic & Entrepreneurial Management) asserts that the future is entrepreneurial and large corporations need to adopt a start up mentality and change their current processes to remain competitive in the current business climate. Draebye explodes the myths behind the successes of start ups and talks about the lessons that corporations can learn from new ventures.