The paper concludes that in the beverage industry, a multi-local driven strategy may prevail over a truly global strategy depending on the globalization potential of the industry based on the industry globalization drivers, organizational factors and the Global strategy levers of the organization which should determine the extent of focus of the strateg. Analysis of the selected business cases suggest a weak fit between the Yip model of a truly Global strategy and strategy levers leveraged by successful companies like Coca-Cola in the beverage industry for effective implementation of a global strategy. By re-flecting on the past experiences of the selected cases the author hopes to draw an inductive conclusion. The paper uses a reflective methodology to examine the Coca-Cola global strategy model and com-pares it with a few selected business cases to ascertain the strength of Yip’s model. Each driver defines the conditions underlying in each industry so that the potential for the industry is identified which makes it suitable for global reach. This paper postulates that there is a weak fit between Yip’s Global strategy and the beverage industry. Yip has identified four sets of drivers for industry globalization. This concept, is what in the author’s opinion, YIP calls a truly Global Strategy. Yip argued that “the global company does not have to be everywhere but has the capability to go everywhere, deploy any assets and access any resources and maximizes profit on a global basis”. Yip first developed this framework in his book Total global strategy: Managing. Yip puts forward that simply operating globally does not mean a company possesses a global strategy. Yip identifies four sets of industry globalization drivers that underlie conditions in each industry that create the potential for that industry to become more global and, as a consequence, for the potential viability of a global approach to strategy. II: Updated for the Internet and Service Era.

This paper analyzes the fit between the concepts of a truly global strategy in strategic lea-dership put forward by Yip in his book “Total Global Strategy” and the consumable busi-ness sector with a focus on the beverage industry. For a full discussion of industry globalisation drivers, see Chapter 2 in George S.

George yip internationalisation drivers