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商品編號: 9-920-557 出版日期: 2020/05/26 作者姓名: Greyser, Stephen A.;Ellet, William 商品類別: Entrepreneurship 商品規格: 10p 再版日期: 地域: United States 產業: Alcoholic beverage industry;Retail and consumer goods 個案年度: 2019 -
商品敘述:
Four college friends market a beverage that combines ingredients like those in a drink they consumed in college bars. It includes a caffeinated energy drink, malt liquor, and a soft drink flavoring. They launch the business, Big Boom Beverages (BBB), with their own money and funds from friends and family members. Their initial product sells reasonably well, but not enough to remain profitable. When they introduce a reformulated product, Totaled, its social media presence explodes. Young consumers upload many videos to YouTube that record the impacts of consuming large quantities of Totaled that earn millions of views. Totaled becomes a star brand on social media and sales skyrocket. The company is inundated with distribution requests. The founders see success looming. As sales of Totaled and similar products increase, so do reports of binge drinking and its negative consequences. Emergency room doctors and public health officials express concern about the combination of high levels of alcohol and caffeine in these products. Rapidly expanding distribution of the beverage through convenience stores gives underage drinkers easier access to the beverage. All these factors attract national media coverage. The founders are unprepared to deal with the bad reputation their product is gaining and regulatory and public-relations crisis they face. As the case ends, they are deciding how to respond. "Big Boom Beverages: Fight or Flight?" can be used with undergraduate and MBA courses in entrepreneurship, marketing, business ethics, corporate social responsibility, general management, and public health.
涵蓋領域:
Advertising;Business communication;Business law and ethics;Communication strategy;Company reputation;Consumer marketing;Corporate social responsibility;Decision making;Entrepreneurs and founders;Marketing communications;Start-ups
相關資料:
HBS Brief Case Teaching Note, (5-920-558), 11p, by Stephen A. Greyser, William Ellet
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