Justo, Rachida; Cruz, Cristina - In: Journal of Research in Marketing and Entrepreneurship 10 (2009) 1, pp. 40-56
Purpose – This paper aims to describe how Taoufik Mathlouthi created Mecca‐Cola, a beverage designed as an alternative to major American colas. It is intended to raise student's consciousness about the fact that good opportunities can be driven by political and social changes. Second, it...