Unleashing the Power of Data

Attul Sehgal

Chapter Chapter 2 in Demystifying Digital Transformation, 2024, pp 39-79 from Springer

Abstract: Abstract It is often said that the second most recognized phrase in the world, after "OK," is "Coca Cola." Now, imagine the impact of a single gesture from Cristiano Ronaldo, with his massive following of 550 million on various social media sites, during a press conference after Portugal's opening match at UEFA Euro 2021. Ronaldo chose to drink water instead of the Coca Cola soft drink, resulting in a 1.6% drop in Coca Cola's share value, according to Nasdaq. The Twitter images are shown in Figure 2-1. Despite the millions Coca Cola had invested in tournament sponsorship, the market capitalization dropped by over $4Bn. How could this happen?

Date: 2024
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DOI: 10.1007/978-1-4842-9499-4_2

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