Product details

This is part of a case series. It describes the start up and early growth problems of the Cobra Beer Company based in London, UK. Part (C) concludes with the issue as to how Karan Bilimoria should confront a potentially catastrophic public relations (PR) crisis that affects Cobra in early 1998, as an unfortunate article in his PR magazine 'Tandoori' enrages Indian restaurant waiters across the UK, threatening the main distribution channel of the fast growing Cobra brand. The data for the case has been obtained from collaboration and counselling assignments with the entrepreneur and from presentations he had made to business study classes.