Aviad Meitar; AN UNIMAGINABLE JOURNEY: HOW PEPSI BEAT THE ODDS IN ROMANIA; Booksurge Publishing (Business & Economics) $15.99 ISBN: 1439250502
Coke and Pepsi is one of the classic business rivalries. These arch-competitors continuously battle for market share around the world. Given Coca-Colas number one ranking it is a sweet victory when Pepsi can rise to the top. That is exactly what happened in Romania and An Unimaginable Journey is the story of that triumph.
Aviad Meitar was one of the principals involved in this unlikely success. Meitars book offers an inside look at how he and his team overcame insufficient funding outmoded factories a crumbling local economy staffing challenges and of course competition from Coke to launch Pepsi and other drink brands in Romania.
Meitar breaks the book into chapters named after the various stages of a sailing expedition. While this is a somewhat overused technique dividing the book into Rough Waters on the Maiden Voyage Filling the Sails Surviving Stormy Seas and similarly named chapters helps to give the journey a compass.
The author describes the complexities of building a business in Romania and dealing with the worldwide Pepsi organization. One particular story symbolizes Meitars overall experience. He and his partners were able to arrange for a large illuminated Pepsi-Cola sign to be prominently placed in Bucharest. The Pepsi logo was visible any time television cameras showed the city offering the brand significant free advertising.
But Pepsi decided to change its logo just months into the...