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Strategic Leadership at Coca-Cola

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Tips for Writing an Executive Summary
An Executive Summary summarizes the key points of a lengthy research report or publication.
Although research reports are often highly technical in nature, the goal of an Executive Summary is to communicate in a simple manner so that the information can be understood by all readers, regardless of their knowledge or expertise. The Executive Summary is used by managers to understand the broader policy context of research and make decisions about changes to policies, programs, or investment decisions. Typically, an Executive Summary is 3-6 pages in length. A longer summary is often used when it contains charts or other illustrations. The Executive Summary should be organized according to the following categories – Project Summary, Background, Process, Finding and Conclusions and
Recommendations for Action. Following is a description of the type of information to consider for each of these categories. It is not intended to be an exhaustive listing of the type of information that is appropriate to convey—these are examples to help you think about key items that should be communicated. PROJECT SUMMARY
What is the research project and why was it conducted?
• Provide a brief (2-3 sentence) description of the project.
• What is the problem or issue?
• What is the purpose of the research?

What is the history of the research?
• Did a specific event or issue provide the impetus for the research?
• Is this a second or third phase to earlier research conducted by us or someone else?
• Is this a “first-of-its-kind” research project?
Who was involved?
• Was this research done as part of a national research program?
• Was this a partnership with other states? Which states?
• Was this a pool-funded project?
• Was it done in cooperation with a university? Which?
• Was it done in cooperation with local...

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