I read the Kellogg School of Management’s blog quite often (my alma mater) and many times an article link or post will jumpstart my thinking. One recent post shared a link to a story in the Wall Street Journal about how Coca Cola was changing its business model in regard to how the company bottles and ships its product, simply because the soft drink consumer has changed. For most of the years in the late 20th century, the Coca Cola set up large independent bottlers worldwide in key markets, which were then run separately from parent company. But now, because consumers aren’t drinking Coke, or soda for that matter, in as a great a volume as they once did, it makes sense for the parent company to buy the bulk of its largest bottler (it was looking to buy North American portion of the bottling company). Certainly, there are pros and cons to the deal. This shift could give Coke more flexibility when it comes to packaging and distribution. But this revised approach also means that a marketing and branding company will now be involved in operations. Other factors will come into play for sure, and the soda giant will need to weigh its risks versus rewards in the days, weeks, and months to come. But one thing is true—Coke knew they had to make a change, because their customers’ buying behavior were changing. What are your customers’ buying habits today? Have they changed from five or 10 years ago? How are you adapting? Are you? I’d love to hear your thoughts.