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Coke Puts Its Brand between a Rock and a Hard Place: Aligning Activism with Brand Purpose - Teaching note
Whitler, Kimberly A.; Wooten, DavidNota del Instructor DARDEN-M-1019TN-EMarketingTeaching note for product M-1019Desde 0,00 €
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Coke Puts Its Brand between a Rock and a Hard Place: Aligning Activism with Brand Purpose
Whitler, Kimberly A.; Wooten, David; Nolan, LiamCaso DARDEN-M-1019-EMarketingThis case presents The Coca-Cola Company’s (Coke’s) involvement in the controversial Georgia voting bills. It can be used to explore brand purpose and activation of purpose through activism. Presenting a chronology of Coke’s statements as the firm responded to consumer and organizational actions, the case enables students to explore the challenges associated with the following: 1) aligning activism with brand purpose, 2) engaging in activism in a...Desde 8,20 €