大公司一旦成为大公司,其规范的管理和作业流程代替了商业敏感和市场直觉,自然也就失去了创业家创建品牌的土壤和优势困局可口可乐公司曾在今年宣布以41亿美元的价格收购美国著名的维生素水制造商Glaceau,希望以此增加其在非碳酸饮料市场的份额。消息传出,人们不禁产生疑问,为何可口可乐不自创维生素水品牌,而花费如此高昂的代价来收购别人的品牌?实际上,不仅可口可乐,大多数大公司都这么做——不做 Once a big company becomes a big company, its regulated management and operations instead of business sensitivity and market intuition naturally lose the entrepreneur’s brand-building soil and predicament. Coca-Cola Co. announced this year it had acquired the company for 4.1 billion U.S. dollars Glaceau, the famous American vitamin water maker, hopes to increase its share of the non-carbonated beverage market. News, people can not help but wonder why Coca-Cola does not own the vitamin water brand, but at such a high price to buy other people’s brand? In fact, not only Coca-Cola, most large companies do - do not do