Duff in South America : A Battle to Protect Homer's Beer / Luciana A. Nicollier, Ariel A. Casarin.

Format:

Book

Author/Creator:

Nicollier, Luciana A., author.

Casarin, Ariel A., author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Managerial economics.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

Duff Sudamérica introduced Duff, Homer Simpson's favorite beer, using an unconventional reverse product positioning strategy. This method aimed to capture public interest by capitalizing on the relatively low advertising costs associated with media coverage prior to the product's introduction. In the world of audio-visual fiction, "brands" like Duff were already well-established in the minds of millions of viewers who followed The Simpsons. In reaction to the launch of Duff beer, 20th Century Fox pursued preliminary injunction measures, accusing Duff Sudamérica of unfair competition, exploiting a third-party's reputation, and engaging in deceptive and imitative acts. Confronted with this new legal challenge, Duff Sudamérica needed to carefully consider its next steps. This case allows students to examine the effects of market failures and institutional weaknesses on the creation and capture of value. It also provides opportunities to assess strategic responses to legal challenges.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071984369

1071984365

OCLC:

1483992980