مساهمة الذكاء التنافسي في توجه العلامة التجارية نحو مفهوم القيمة المشتركة في الأسواق ذات الدخل المنخفض : العلامة التجارية كوكا كولا أنموذجا

Abstract EN

This study aims to clarify the role of competitive brand intelligence in targeting low-income markets in order to create shared value that represents a new business model where we create social value to the community that leads to the economic value of companies relying on a descriptive analytical method which allowed to indicate the concept of intelligence competitive, the shared value and the process to integrate it into the company.

We also analyzed Coca Cola activities and programs to create social and economic value and we have come to provide a model to create a shared value in low-income markets in addition to some of the recommendations that benefit the subject under study.