Coca Cola when wrong when they pumped personal money into the campaign to boost sales and to enhance the numbers. They manipulated the market result hence produced misleading numbers. I think burger King should have conducted it own market research. Coke did not research the market well either. Choosing Richmond VA. was not the ideal market for this campaign to run; a more conducive area should have been chosen Refute
It goes without saying the companies are always under pressure to have favorable numbers’ but at what cost. Having attractive numbers as a company is an important thing; however altering or falsifying numbers to so favorable result in unethical and these actions only hurt the companies and their employees in the long run as see in this case. Coke was responsible for conducting a ,market research which they did not and not only did this affect Coca Cola but it also affected Burger King as they invest big buck into this campaign. Coke violated the trust that Burger King placed in them and it ended up hurting both companies.