In 2021, the world's most famous soccer star Ronaldo made a very public gesture that hurt Coca
Question:
In 2021, the world's most famous soccer star Ronaldo made a very public gesture that hurt Coca Cola's brand value. Read about what happened in the news (Provided a few URLs below) and share your thoughts on the topics:
1) How should Coca Cola, considering the global fame of this soccer star, deal with this international crisis? Consider in your answer how the thought of "think globally; act locally" from Chapter 19 from the text book Principles of marketing by Kotler Armstrong can be adapted to this situation.
CBS News
https://www.cbsnews.com/news/cristiano-ronaldo-coca-cola-market-value-loss/
New York Post
https://nypost.com/2021/06/16/cristiano-ronaldos-coca-cola-snub-helped-knock-4b-off-market-value/
Washington Post
https://www.washingtonpost.com/sports/2021/06/16/cristiano-ronaldo-coca-cola/
Managing Business Ethics Making Ethical Decisions
ISBN: 9781506388595
1st Edition
Authors: Alfred A. Marcus, Timothy J. Hargrave