How do you keep relationships with firms that serve a majority of people, but upset an outspoken minority? Victor of the 2011 Oikos Casewriting Competition, this case investigates a tenuous relationship between the University of Michigan and the Coca-Cola Company. Demanded by an activist group, the university decided to cut its contract with Coke until the company met the environmental and labor requirements of the activists.
Pupils will learn about student activism in an university setting and how the university seeks to satisfy pupil requests. A Spanish language version of this case is also accessible at Coca Cola en la mira: El Agua, India y la Universidad de Michigan.
PUBLICATION DATE: July 25, 2010 PRODUCT #: W90C98-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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