Case | HBS Case Collection | February 2000 (Revised December 2000)

Coca-Cola's New Vending Machine (A): Pricing To Capture Value, or Not?

by Charles King III and Das Narayandas

Abstract

Chairman and CEO M. Douglas Ivester stumbles when he tells a Brazilian newsmagazine about a new Coke vending machine that can automatically raise prices in hot weather. Reaction around the world is swift and negative.

Keywords: Price; Brands and Branding; Product Development; Outcome or Result; Public Opinion; Value Creation;

Citation:

King, Charles, III, and Das Narayandas. "Coca-Cola's New Vending Machine (A): Pricing To Capture Value, or Not?" Harvard Business School Case 500-068, February 2000. (Revised December 2000.)