Publications
Publications
  • February 2000 (Revised December 2000)
  • Case
  • HBS Case Collection

Coca-Cola's New Vending Machine (A): Pricing To Capture Value, or Not?

By: Charles King III and Das Narayandas
  • Format:Print
  • | Language:English
  • | Pages:9
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Abstract

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.

Keywords

Price; Strategy; Brands and Branding; Marketing Strategy; Product Development; Global Range; Public Opinion; Value Creation

Citation

King, Charles, III, and Das Narayandas. "Coca-Cola's New Vending Machine (A): Pricing To Capture Value, or Not?" Harvard Business School Case 500-068, February 2000. (Revised December 2000.)

About The Author

Das Narayandas

Marketing
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