The New Coke Project -

• What was the particular risk approach adopted by Coca-Cola for the New Coke Project that caused it to fail
• What was the risk appetite
• What was the risk management approach
• What were the key factors for the failure of this project
• What is the critical analysis of the key risk management theories in this project

what further reading and references can be adopted in respect of the failure of this New Coke project -why did it fail?