JOURNAL ARTICLE

PepsiCo's top designer thinks design is now a competitive advantage: 'Create something extraordinary' or 'somebody else will do it'.

  • Published In: Fortune.com, 2023. P. N.PAG 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Lim, Lionel 3 of 3

Abstract

The article focuses on Mauro Porcini's role as PepsiCo's first chief design officer and his approach to enhancing the company's design strategy in response to competition from Coca-Cola. After initially declining the position, Porcini was persuaded by then-CEO Indra Nooyi to join PepsiCo, where he faced challenges such as the introduction of Coca-Cola's Freestyle soda dispenser. Instead of directly competing with this technology, Porcini emphasized understanding customer needs, leading to the development of the more cost-effective Spire dispenser in 2014. He also discussed the importance of design as a competitive advantage in today's market, advocating for a human-centric approach to create value for consumers. [Extracted from the article]

Additional Information

  • Source:Fortune.com. 2023/12, pN.PAG
  • Document Type:Article
  • Subject Area:Women's Studies and Feminism
  • Publication Date:2023
  • Accession Number:174081592
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