1. What is your evaluation of the ethics of introducing Lightening Bolt to the market? 2. How...

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1. What is your evaluation of the ethics of introducing Lightening Bolt to the market?
2. How socially responsible would it be of Katona Beverages to launch Lightening Bolt?
3. From a management perspective, what do you see as the pros and cons of launching Lightening Bolt?

Nancy Reid is the marketing and new product director at Katona Beverages, a small niche player in the beverage industry. Among Katona’s products are iced tea in a can, vitamin water, fruit drinks made from natural ingredients, and bottled water pumped from underground springs.
Despite some success, sales and profits at Katona are barely enough for the 65-employee company to survive. Today Reid is meeting with the owner, Al Trout, and the sales director, Louise Garcia.

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