Dollinger index

Creating the Organization 381

ding, Haralambos Beverage Company was
selling over a million cases of vitaminwater,
constituting 20 percent of its revenue and 10
percent of its total volume. They expect vita-
minwater to be their number one product in
the future, even though new competitors are
knocking on their door. Tony Haralambos
says he doesn’t expect to be stocking any of

those competing products. “I have such a

great relationship with Glacéau, why would I

want to mess it up?”

Note: On May 26, 2007, Coke announced it was buying

Glacéau for $4.2 billion.

Adapted from G. Bounds, “Move Over, Coke,” The Wall

Street Journal, Special Report Small Business, January

30, 2006: R1.

Case Questions

1. How does Bikoff generate allegiance to his product?


2. Is Bikoff a “time teller” or a “clock builder?”


3. What is ‘buzzmarketing’? How does Bikoff use it to extend the boundaries of the organi-
   zation?


4. Gary Hemphill, the managing director of Beverage Marketing Corp., says about
   Glacéau,”They can’t compete on price, so it’s crucial that they develop a different propo-
   sition and build demand from there.” Write out Glacéau/Bikoff’s value proposition.


5. Write Out Glacéau/Bikoff’s value proposition.