Red Bull Gives You Wiiiings |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Excerpts
All his rivals admitted that Mateschitz had grabbed the energy drink market by the horns when he introduced Red Bull more than a decade ago, and he hadn't let go. The growth of the product showed similarities with the Spanish game. Born to primary-school-teacher parents who separated when he was very young, the friendly Mateschitz took ten years to get through college.
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