Publications
Publications
- March 2012 (Revised July 2018)
- HBS Case Collection
V-Cola: General Instructions
By: Ian Larkin and Hal Movius
Abstract
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; Contracts; Information; Motivation and Incentives; Advertising Industry; Food and Beverage Industry
Citation
Larkin, Ian, and Hal Movius. "V-Cola: General Instructions." Harvard Business School Case 912-043, March 2012. (Revised July 2018.)