V-Cola: General Instructions

V-Cola is a six-party exercise that simulates a negotiation between a boutique advertising agency and a beverage company that is launching a new product. Each of the six parties has different incentives and information, which leads to a complex, realistic simulation about agency issues, misaligned incentives, and the (mis)use of contingent contracts.

Advertising;Compensation;Contracts;Information sharing;Multiparty negotiations;Negotiation;Risk;Value of information

Case

Geographic Setting: United States
Industry Setting: Advertising & public relations

Case Teaching Note, (912042), 19p, by Ian I. Larkin

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Nombre de pages : 4