| HBS Case Collection
(Revised from original 2012 version)
V-Cola: General Instructions
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: Advertising Industry;
Larkin, Ian. "V-Cola: General Instructions." Harvard Business School Case 912-043, July 2012. (Revised from original March 2012 version.)