| HBS Case Collection
(Revised December 2000)
Coca-Cola's New Vending Machine (A): Pricing To Capture Value, or Not?
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.
Brands and Branding;
Outcome or Result;