Conference Presentation | 04 Nov 2007 - 07 Nov 2007

From Demon Rum to Dr. Pepper: Social Movements, Entrepreneurial Opportunity, and the Emergence of the American Soft Drink Industry

Keywords: Business Ventures; Society; Entrepreneurship; Food and Beverage Industry; United States;

Language: English

Format: Print

Citation:

Hiatt, Shon R., and Wesley Sine. "From Demon Rum to Dr. Pepper: Social Movements, Entrepreneurial Opportunity, and the Emergence of the American Soft Drink Industry." Paper presented at the INFORMS Annual Meeting, Issues in New Product Development Series, Seattle, WA, November 04–07, 2007.

This case is about Colbún, Chile's second largest electricity generator, which is facing significant uncertainty regarding the cost and availability of alternative energy sources. Problems with the contracted supply of natural gas and the volatility of oil prices, coupled with pressure from collective activists, force Colbún to revise its business strategy and its sourcing mix. The case also deals with the pros and cons of various energy sources in view of their perceived environmental impact. The company's CEO, Bernardo Larrain Matte, has to take all these different considerations into account when planning Colbún's future, especially in the light of new opportunities and challenges posed by global climate change. The case analyzes the operations of Colbún to illustrate the complexities associated with conducting business under the influence of global energy markets, political uncertainty, and environmental activism.

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From Demon Rum to Dr. Pepper: Social Movements, Entrepreneurial Opportunity, and the Emergence of the American Soft Drink Industry

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