Case | HBS Case Collection | March 2012 (Revised July 2012)

V-Cola: General Instructions

by Ian Larkin


V-Cola is a six-party exercise that simulates a negotiation between a boutique advertising agency and a beverage company that is launching a new product. Each of the six parties has different incentives and information, which leads to a complex, realistic simulation about agency issues, misaligned incentives, the value of information, and the (mis)use of contingent contracts.

Keywords: Negotiation Process; Advertising Industry; Food and Beverage Industry;


Larkin, Ian. "V-Cola: General Instructions." Harvard Business School Case 912-043, March 2012. (Revised July 2012.)