V-Cola is the six-party exercise that simulates the negotiations between the agency boutique advertising and beverage company, which is launching a new product. Each of the six parties have different incentives and information, which leads to complex, realistic simulation of the questions about the agency, uneven incentives, and (mis) use of conditional contracts. "Hide
by Ian I. Larkin Source: Harvard Business School 4 pages. Publication Date: March 22, 2012. Prod. #: 912043-PDF-ENG
