MECCA-COLA: MENSAJE EN UNA BOTELLA GE1-111
Mathlouthi had been for a long time very unsatisfied by the American policy in the Middle East. This disappointment soon turned into a boycott on products perceived by consumers as a symbol of American hegemony. With the possibility of war in Iraq, the boycott intensified and became a global phenomenon during the year 2002. The affected companies were, for example, Burger King, McDonald's, Starbucks, Pepsi and Coke.
Trying to involve his family in this campaign, Mathlouthi encouraged his son, consumer of Coca-Cola, to stop drinking it: "Agree-said the child, but you have to offer me another alternative drink". Solving this puzzle became a personal challenge to Mathlouthi and began to look for a solution.Academic Area:Strategy | Entrepreneurship | Marketing & Communications | Innovation
This case analyzes the trajectory of Workcenter SGD, a Spanish company that offers digital reprography services, from the time of its founding in 1998 up to the beginning of 2005. By that time, the company had surpassed the first growth phase and was confronting important issues concerning its medium and long-term future.Academic Area:Strategy | Entrepreneurship | Marketing & Communications | Innovation