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Abstract

Mars, Incorporated: Skittles Becomes Part of a Controversial Shooting

Boyan, M., Gibilisco, J., McCallum, D., O’Rourke, J. S. (editor)
January 26, 2018
SKU:
BUS-004059
Region: 
North America
Topic: 
Strategy & General Management, Marketing & Sales
Length: 
11 pages
Keywords: 
marketing, brand, Brand Management, Conflict Management, Food and Beverage
Student Price: 
$4.00 (€3.55)
Average rating: 
0
In 2012 a shooting in Florida rose to national prominence after it was revealed that no charges would be pressed against the 28-year-old man who shot and killed an unarmed teenager who was carrying a bag of Skittles at the time of his death. The brand became a central symbol of the controversy as discussions about the shooting grew on social media and protests arose throughout the country.

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