Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management, Part 5 Managing Technology and Information.

Description: Dietrich Mateschitz is making a bold move into TV, movies, and magazines. What’s the visionary behind a $5 billion-a-year soft-drink empire doing in the media business? Just what he’s always done: having a blast.


Date: 05/19/2011


Questions for discussion:

  • Summarize what you learned about the man and the company.
  • Do you think the direction Mateschitz wants to take the company is a good decision?
  • How else can he leverage the assets of the business?

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