Going ‘Rogue’: UH Researchers Examine Viral Trend in Global Marketing (University of Houston)

University of Houston: Going ‘Rogue’: UH Researchers Examine Viral Trend in Global Marketing. “Chris Taylor, director of the beverage management program in the University of Houston Conrad N. Hilton College of Global Hospitality Leadership, watched in awe as sales of White Claw skyrocketed seemingly overnight in the summer of 2019. As a new entry in the relatively unknown hard seltzer category, it was completely unexpected and had virtually nothing to do with the company’s own marketing strategy. White Claw’s rapid success was due, almost entirely, to a social media influencer.”

Leave a Reply

%d bloggers like this: