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Coca-Cola, Popular Music, and the FIFA World Cup
David AllanCase IVEY-9B16A045-EMarketing, StrategyThe Coca-Cola Company (Coca-Cola), the brand that “taught the world to sing,” was widely considered to be the leader when it came to music marketing. The 2010 and 2014 Fédération Internationale de Football Association (FIFA) World Cup games provided an ideal backdrop for analyzing Coca-Cola’s success in music marketing. While the company’s marketing approaches were similar in both World Cup games, they differed in their delivery and results. In 2...Starting at €8.20
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Lance Armstrong and Livestrong Foundation: Rising Again After the Fall
Dheeraj Sharma; Varsha VermaCase IVEY-9B14A021-EMarketingLance Armstrong, a world-famous cyclist, was charged with using performance-enhancing drugs (i.e. “doping”). Armstrong had vehemently denied similar charges a few years earlier; however, this time there was substantial proof available and Armstrong accepted the charges. Subsequent to this news, most of the brands that had endorsed Armstrong terminated their contracts with him. As a cancer survivor, Armstrong had started Livestrong Foundation, an ...Starting at €8.20