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Essay / Research Paper Abstract
This 4 page paper explicates an article entitled "How Corporate America Came to Recognize Diversity, One Pepsi at a Time," about the success of Pepsi's African-American sales force. Bibliography lists 4 sources.
Page Count:
4 pages (~225 words per page)
File: D0_HVArtDiv.rtf
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Unformatted sample text from the term paper:
is unknown. The article tells about the way the Pepsi Cola Company built its market share by concentrating on getting African-Americans to buy the product. The piece is actually a
review of the book The real Pepsi challenge: The inspirational story of breaking the color barrier in American business, written by Stephanie Capparell. It is Capparell who tells us about
Edward F. Boyd, an African-American hired by Walter Mack, president of Pepsi Cola, to sell Pepsi to black consumers. Mack felt that if he used a black sales force to
approach this market segment, he would have success, since at the time African-American consumers were being ignored. Mack hired Boyd, Herman T. Smith, Allen McKeller and Jeanette Maud; all except
Smith were in sales. Macks strategy worked: blacks began to buy Pepsi, since it was sold to them by people they could recognize as being like them. Eventually, however, Pepsi
lost what gains it had made in a slump after World War II; and Macks relationship with Boyd was ruined when Mack made a careless, but very hurtful remark, to
the effect that they wanted to build up sales again by adding a "little more status, a little more class" - and that Pepsi would no longer be known as
a "nigger drink" (How corporate America came to recognize diversity, one Pepsi at a time, 2007). One thing the article mentions that will surely strike anyone who knows theater,
is that Boyd sees Willy Loman from Death of a salesman as a success, until it all came back down on him-and yet Willy is widely regarded as the quintessential
failure. He might have had some success early in his career, but hes been on a downhill slide for years; the madness that overtakes him during the play has its
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