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Performance with purpose: ThePepsiCo challenge


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Nothing is more challenging for a business leader than trying to change the culture of a company. Indra Nooyi came into the position of chief executive officer (CEO) at PepsiCo with an agenda to significantly change the company, its processes and its culture. To implement her game plan, she expertly managed the PepsiCo corporate brand through strategic communications and articulated a consistent vision to her shareholders, customers and employees. When Nooyi presented a bold agenda to a well-entrenched culture, any weakness in fortitude or financial performance would have quickly spelled doom. Now, with more than a decade of communicating her mantra of ‘Performance with Purpose’, we have the luxury of examining her performance and her communications effectiveness. Leveraging the corporate brand to build a strategic platform for growth is one of the most underutilised tools available to the CEO. Nooyi is an expert at keeping the message clear, concise and consistent over time. This paper presents Indra Nooyi in her own words.
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Keywords: Indra Nooyi; PepsiCo; brand equity; brand purpose; brands; communications; corporate brand; corporate strategy; ethics; financial performance; intangible assets; leadership; management; strategy; sustainability; vision

Document Type: Research Article

Publication date: March 1, 2018

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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