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Discuss how each CEO has used concentration, vertical integration and/or diversification in the planning function of management. (In microeconomics and management, vertical integration is an arrangement in which the supply chain of a company is owned by that company. Usually each member of the supply chain produces a different product or (market-specific) service, and the products combine to satisfy a common need). ('DIVERSIFICATION' A risk management technique that mixes a wide variety of investments within a portfolio. The rationale behind this technique contends that a portfolio of different kinds of investments will, on average, yield higher returns and pose a lower risk than any individual investment found within the portfolio).

Coca Cola CEO Neville Isdell

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