Coca-Cola is taking a long-term approach when extending its portfolio, as it seeks to identify the global brands of tomorrow. For this purpose Coca Cola has a Venturing and Emerging Brands division which is staffed by approximately 15 employees, and combines the role of investor, adviser and trend-spotter.

Mr. Deryck van Rensburg, the president and general manager of this unit says that VEB exists to try to identify the next big thing and to look outside the borders of company and partner with...
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