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Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-based Budget

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Four years after acquiring the business, 3G Capital had managed to put Burger King back in growth mode. However, the Burger King brand itself was still lacking momentum. Could Daniel Schwartz, Burger King’s young CEO and his team make the brand cool again, on a tight budget? This case is available through Harvard Publishing. https://publishing.insead.edu/case/burger-king

Additional material (PowerPoint, videos) is available for instructors through INSEAD https://publishing.insead.edu/user/register

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    AUDIENCE

    • Undergraduate
    • Master's

    AUTHOR

    Pierre Chandon

    Pierre Chandon

    The L'Oréal Chaired Professor of Marketing - Innovation and Creativity and Academic Director, INSEAD Sorbonne University Behavioural Lab.

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