Stoli Vodka Case Analysis
Questions to consider…
- Describe the issue facing the managers of Stoli USA. Is this a corporate crisis, and why or why not?
- What was happening in Russia at the time that upset the LGBTQ community?
- Identify the market and nonmarket stakeholders in the case. What were their interests, sources of power, and likely coalitions?
- Should Stoli vodka be considered a Russian brand? In an age of globalized supply chains, what qualifies a brand’s national authenticity? Does it matter?
- In what ways did the nature of social media pose specific challenges to the company?
- Evaluate the crisis management response of both the SPI group and Stoli USA. What more should they do to restore the brand’s reputation?