Opening new markets abroad can be a game-changer, but it’s no easy task. Discover how Red Bull’s transformation from a Thai tonic to a $30 billion empire offers valuable lessons on international expansion, thanks to the marketing genius of Dietrich Mateschitz.
In this article, I approach 5 crucial insights for successful international expansion:
- Identifying untapped markets for growth
- Attracting a young and edgy demographic for a competitive edge
- How to build an aspirational brand that transcends borders
- Going beyond borders: Ignite your international expansion and thrive worldwide
- How Dietrich Mateschitz lead Red Bull to global dominance
Drawing from our experience in guiding businesses through the complexities of global growth, we’ve analysed Red Bull’s journey to offer valuable insights that can help companies navigate the challenges of international expansion.
Are you eager to uncover the potential of expanding your business globally? Dive into our analysis and gain valuable insights to inform your international growth strategy.
Awakening the Power of Red Bull: The Unlikely Tale of How a Thai Tonic Fuelled the Creation of a Global Energy Drink Powerhouse
Back in 1982, while working as a marketing executive for the German consumer goods company Blendax, Dietrich Mateschitz was battling jet lag when he found a miracle elixir: Krating Daeng, a Thai energy drink, introduced in Thailand in 1976.
Intrigued by the drink’s energizing effects he decided to explore the potential market for it in Europe.
This led to the creation of Red Bull, with Mateschitz partnering with Chaleo Yoovidhya, the creator of Krating Daeng, to adapt the drink’s formula for Western consumers.
Thai truck drivers relied on Krating Daeng to stay awake on long journeys.
“Krating Daeng” means “red gaur,” a powerful wild bovine native to Southeast Asia. Mateschitz named the new drink “Red Bull” to capture the spirit of energy, strength, and the essence of the Thai original.
Vintage Ad in Thailand "Mixing Krating Daeng with 35 degree liquor gives whiskey taste"
Together, Mateschitz and Yoovidhya built Red Bull GmbH in 1984, adapting the original Thai recipe for Western tastes.
The Red Bull Effect: How a Visionary Partnership Skyrocketed Two Families into a $ 47 billion fortune
Fast forward, in 2021 Mateschitz’s family net worth was estimated at $20 billion.
Meanwhile, their 51% ownership in Red Bull GmbH has made the Yoovidhya family one of Thailand’s wealthiest families. They were worth more than $27 billion as of March 14, 2023, the majority coming from their stake in privately held Red Bull.
They have added $7.8 billion to their fortune since January 2022, the biggest gain of any Asian dynasty, according to the Bloomberg Billionaires Index.
The Man Who Gave the World Wings: A Rare Glimpse into the Life, Loves, and Impact of Red Bull’s Founder, Dietrich Mateschitz
Dietrich Mateschitz was born on May 20, 1944, in St. Marein im Mürztal, Austria, a small town 30 miles north of Graz.
After studying business administration at the Vienna University of Economics and Business, he worked in sales and as a marketing director at the German company Blendax, a maker of personal hygiene products, until striking out on his own with Red Bull in 1987.
He was raised by his mother and grandparents. His father, a Croatian, left the family before he was born.
Mateschitz’s early career included working for Unilever and Blendax, where he gained experience in marketing and sales. These skills would later prove crucial in building the Red Bull brand. People who knew Mateschitz described him as a visionary and relentless worker.
His favourite dishes included traditional Austrian fares like Wiener Schnitzel and Tafelspitz.
It’s also known he enjoyed homemade buttermilk waffles, as Ulrike Pachler revealed in a Facebook post:
“It’s been a long time since I was allowed to meet him. He was in a meeting with my brother in Tyrol. Knowing nothing, I stormed into this session with my homemade buttermilk waffles.” Mateschitz then thanked her for the “very best waffles he had ever eaten”.
According to Der Spiegel, he drank up to twelve cans of Red Bull every day. (I wonder if he could sleep at night after that.)
He was known to dress casually but stylishly, often sporting a pair of jeans and a Red Bull cap.
Mateschitz was not very vocal about his political views but did express concerns about over-regulation and bureaucracy. He also expressed concerns about the erosion of traditional European values and advocated for more conservative policies.
In a rare interview with an Austrian paper in 2017, he criticized Germany’s refugee policy, worried about political correctness, and spoke favourably of former US President Donald J. Trump.
In his free time, Mateschitz was enthusiastic about aviation, art, and sports. He created Hangar-7, a unique space in Salzburg, Austria, which combined his love for aeroplanes, contemporary art, and gastronomy. Mateschitz was known to be an adventurer at heart, always seeking new experiences and pushing the limits.
His passion for motorsports went beyond Formula 1. He co-owned Team Toro Rosso, now AlphaTauri, and invested in the racing careers of young talents, giving them a chance to prove their mettle on the world stage.
Mateschitz’s impact on the business and sports worlds extended beyond Red Bull. He ventured into media with the creation of Red Bulletin, Servus TV, and Terra Mater.
Mateschitz’s personal life had its peaks and valleys, including a not-too-successful relationship with his son’s mother. He guarded his privacy but always cherished his connection with his only son, Mark. Mateschitz’s love life featured relationships with notable women, like Fiona Swarovski, but he kept these close to his chest.
Mateschitz lived in Fuschl am See, Austria but also owned the island of Laucala in Fiji, which he bought from the Forbes family for £7 million.
He spent large sums on acquiring and conserving houses and castles in the Austrian Alps, saying “I want to enjoy these places myself, but I also want to take care of them”.
He passed away on 22 October 2022, at age 78, following a lengthy period of being treated for pancreatic cancer at his home in St. Wolfgang im Salzkammergut.
Mateschitz was determined and driven. He turned Red Bull into a global empire, with group turnover up 23.9% from USD 9.3 billion in 2021 to USD 11.5 billion in 2022 and more than 12,000 employees worldwide.
Fuelling the Globe: The Unstoppable Journey of Red Bull’s International Expansion
From 1987 to 1991, Red Bull was sold only in Austria.
In 1992, Mateschitz decided to take the world by storm and expanded into Hungary (1992), Slovenia (1993), Germany (1994), Switzerland (1995), the United Kingdom (1995), South Africa (1996), and France (1997).
The expansion into Asia Pacific started in Australia and New Zealand, followed by Singapore (2000), Hong Kong (2001), Taiwan (2002), Malaysia (2003), and Japan (2004).
Curiously, Red Bull, with the formula we know it, started selling in Thailand only from 2007 onwards. Until then, the Thai market was served with the original Krating Daeng.
Red Bull’s American Adventure: How Daring Marketing and High-Flying Spectacles Captured a Nation’s Imagination
Red Bull’s entry into the United States market in 1997 marked the beginning of a new chapter for the brand.
The company recognised the opportunity to tap into the American love for sports, entertainment, and high-energy experiences. Red Bull used unique marketing campaigns, such as sponsoring extreme sports events and athletes, to create a buzz around the brand.
In 1997, Red Bull invested $50 million (~$90 million adjusted for inflation) to launch its energy drink in the US, where it faced fierce competition from established brands like Coca-Cola and PepsiCo.
They had to create a new market and educate consumers about the benefits of energy drinks.
To enter the market, Red Bull adopted a selective distribution strategy, focusing on nightclubs, bars, and other trendy venues where its target audience of young adults was likely to gather.
The company also used unconventional marketing tactics, such as sponsoring extreme sports events and sending teams of brand ambassadors to distribute free samples.
In its first year of operation in the US, Red Bull generated $15 million ($ 25 million inflation-adjusted) in revenue.
According to an article published by Harvard Business School Review, Red Bull’s unique marketing approach focused on consumer engagement through guerrilla marketing tactics, event sponsorships, and content creation, making it stand out in the crowded beverage market.
Parachuting onto the roof of a skyscraper
One of their most memorable stunts involved a team of skydivers parachuting onto the roof of a downtown Phoenix skyscraper to promote their brand.
The company hired a team of experienced skydivers, including Felix Baumgartner, B.J. Worth, and Mike Swanson, to jump out of an aeroplane and parachute onto the roof of a skyscraper. It was a breathtaking feat that captured the imagination of millions around the world.
The skydivers were not only jumping out of an aeroplane but also aiming to land on a narrow platform atop a skyscraper.
The team trained for months to make sure they could pull it off.
There was no margin for error: the platform on the roof of the building was only 20 by 20 feet and was surrounded by skyscrapers on all sides.
On the day of the event, thousands of people gathered in the streets below, eagerly anticipating the jump. The excitement in the air was palpable as the team climbed into the aeroplane.
They jumped out of the plane and, with the precision of a military unit, landed on the platform, which was emblazoned with the iconic Red Bull logo.
Once they landed, the skydivers pulled out cans of Red Bull and drank it while performing a series of acrobatic stunts, much to the amazement of the onlookers.
It was a remarkable sight, and the media couldn’t get enough of it. The event was covered by major news outlets around the world, from CNN to the BBC, and it helped to establish Red Bull as a daring, high-energy beverage for thrill-seekers.
The event was a masterstroke of marketing, and it proved to be incredibly effective. It was a brilliant way to showcase the product in action and to create an association between the drink and extreme sports. The event generated a massive amount of publicity, and it helped Red Bull to establish itself as a major player in the beverage market.
The skydiving event in Arizona in 1999 was a remarkable point for Red Bull and helped to consolidate the company’s marketing strategy.
By taking risks and pushing the boundaries of what was possible, Red Bull was able to capture the attention of consumers and establish itself as a brand that was synonymous with adventure and excitement.
Mastering the Art of Marketing: The Red Bull Story and What Every Business Can Learn from Its Fearless Approach
“We are not a beverage company, but a marketing company that happens to sell beverages.” (Dietrich Mateschitz, 2013)
Red Bull’s secret weapons? Developing events like the Red Bull Air Race, investing in motor racing teams, especially Red Bull F1, and sponsoring athletes and artists.
Mateschitz’s attraction for motorsports led to Red Bull’s acquisition of the Jaguar Racing Formula One team in 2005, rebranded as Red Bull Racing.
Red Bull Racing has won a total of 5 F1 team championships and 4 F1 drivers’ titles, with Sebastian Vettel (@SebastianVettel) winning the title in 2010, 2011, and 2012, and Max Verstappen (@Max33Verstappen) winning it in 2021 and 2022.
The team won their fifth World Constructors’ Championship in 2022.
Not one to shy away from challenges, Mateschitz took Red Bull to the high seas by sponsoring the world’s toughest sailing races. The Volvo Ocean Race and America’s Cup were conquered by the Red Bull brand, leaving a trail of inspiration in their wake.
Mateschitz’s influence was felt in the world of winter sports as well. Red Bull embraced athletes like Lindsey Vonn, Shaun White, and Marcel Hirscher, propelling them to new heights and cementing Red Bull’s status as a patron of extreme sports.
In the world of surfing, Red Bull has also been a major player, sponsoring top surfers like Kelly Slater, Ian Walsh, Julian Wilson, Gabriel Medina, Coco Ho, Sally Fitzgibbons, Kanoa Igarashi, Tatiana Weston-Webb, Ezekiel Lau, Stephanie Gilmore, Kolohe Andino, Caroline Marks, Mick Fanning, Kai Lenny, Laura Enever, Taj Burrow, Stephanie Gilmore.
In the realm of tennis, sponsored players Rafael Nadal, Dominic Thiem, Felix Auger-Aliassime, Sofia Kenin, Alex de Minaur, Heather Watson, Jiri Vesely, Stefanos Tsitsipas, Kei Nishikori, Ons Jabeur, Diego Schwartzman, Matteo Berrettini, Milos Raonic.
Red Bull operates soccer teams in Austria, Germany, Brazil, and the United States. In 2005, the company purchased the Austrian club SV Austria Salzburg and rebranded it in the company colours as Red Bull Salzburg.
It made a similar move in Germany, where it purchased fifth-tier club SSV Markranstädt in 2009, rebranded it as RasenBallsport Leipzig, and funded its steady rise through the league system until it was promoted to the Bundesliga in 2016. The company was unable to name the team Red Bull Leipzig due to German league regulations; its name in German, RasenBallsport, translates to “grass ball sport Leipzig,” but the club simply refers to itself as RB Leipzig.
In 2019, Red Bull partnered with the popular live streaming platform Twitch to create a 24-hour channel featuring content related to gaming, e-sports, and radical sports.
A Surprising Blend: How Red Bull’s Old-Fashioned Structure Makes It a Top Employer Choice for Today’s Students
Exceptional on the outside, old-fashioned on the inside.
“In terms of structure, there is hardly a more old-fashioned company than ours,” Mateschitz once told the Neue Zürcher Zeitung.
Accordingly, the billionaire ruled alone in the Red Bull universe.
Nevertheless, Red Bull not only receives better marks as an employer than other companies in the food industry on various portals but recently the beverage manufacturer was even rated as the most attractive employer in a Stepstone survey among Austria’s students along with Google.
The Murky Side of Success: Examining Red Bull’s Controversial Tax Strategies and Offshore Practices
Like many multinational companies, Red Bull utilized offshore structures and tax strategies to optimize its operations. However, the company maintained a strong global presence, with production facilities in Austria, Switzerland, and the United States.
Red Bull is known for having an offshore structure that allows the company to minimize its tax liability.
The company’s main operating entities are based in Austria and Switzerland, where it pays taxes on its profits.
The group also has a network of subsidiaries in tax-friendly countries such as Ireland, Malta, and the Netherlands, which are used to move profits out of high-tax countries.
This has been a common tax strategy for Western multinational corporations.
Red Bull has been subject to scrutiny over its tax affairs in the past.
In 2014, an investigation by the French magazine L’Express claimed that Red Bull had used its subsidiaries to avoid paying taxes in France.
In 2018, the European Commission opened an investigation into the tax affairs of Red Bull and several other companies based in Malta. The investigation focused on whether these companies had received illegal state aid by paying an effective tax rate that was lower than what other companies in Malta paid.
In the trail of the called Pandora Papers, The Washington Post published an article revealing that the Yoovidhya family, heirs of the Red Bull fortune, created three companies registered in the British Virgin Islands to receive millions in Red Bull dividends. An attorney for the family said they comply with the law.
According to journalists Richard Baker, Ivan Nechepurenko, and Jake Bernstein, in the article “Pandora Papers: Russian billionaire Mordashov built an offshore empire with PwC’s help.,” there’s no indication the Yoovidhya family’s accounts violated any laws, but the extremely confidential deals also can be used to evade taxes or launder money.
Eleven Billion Cans Strong: Red Bull’s Market Dominance in a Post-P4ndemic World
By 2022, Red Bull’s annual revenue reached $11.5 billion, with a profit margin of 34%. Employing over 12,000 people, Red Bull created a vast distribution network that spanned 171 countries.
This empire was built on a genius marketing formula.
The brand claimed a quarter of the global energy drinks market in 2022:
(Source: Euromonitor International. Note: The size indicates each company's market share in terms of retail value.)
The return to normal life after Covid has thrown up some big winners, like the world’s most popular energy drink — and the families that brought it into being.
According to Bloomberg, “Scenes across the globe show how Red Bull is benefiting, from revellers in Singapore gulping the beverage at the first ZoukOut music festival in four years to commuters on London’s packed morning trains choosing it over coffee. Red Bull GmbH posted record revenue last year, selling more than 11 billion cans and giving it the biggest market for the category.”
5 Lessons to Learn from Red Bull’s Story
Beyond just an energy drink, Red Bull is a symbol of adventure, global ambition, and marketing genius.
In conclusion, here are my 5 favourite takeaways from Dietrich Mateschitz and Red Bull trajectories:
1. Identify an Untapped Market and Fulfil It!
Mateschitz identified an untapped market for energy drinks, which became the foundation of Red Bull’s success.
Identifying and targeting unmet customer needs is one of the most important sources of growth and competitive advantage. (McKinsey & Company, 2019)
2. Start Attracting an Edgy and Young Demographic, and Expand From There
Younger consumers tend to be more open to trying new things and taking risks, which can make them an ideal audience for innovative or unconventional products or marketing strategies.
If you are in the consumer products business, attracting an edgy and young demographic might be a competitive advantage.
Overall, there is a compelling case to be made for targeting a younger demographic and building a loyal customer base early on. By doing so, companies can establish themselves as innovative, customer-focused, and ahead of the curve – all of which can pay dividends in the long run.
3. Build an Aspirational Brand
Aspirational brands make people believe they are of exceptional quality and make them feel successful when they own/use it.
Aspirational brands will almost always be more expensive than their competitors, therefore will provide you with thicker profit margins.
Red Bull’s marketing strategy focused on associating itself with energy, excitement, and extreme sports. By sponsoring athletes, events, and artists who embody these values, Red Bull has created a unique image that sets it apart from other beverage companies.
Also, Red Bull has been creating content and experiences that align with its brand values. From sponsoring events like the Red Bull Air Race to creating branded content such as the Red Bull Music Academy, the company has leveraged its sponsorship investments to create compelling content that engages consumers.
4. Go Beyond Borders: Ignite Your International Expansion and Thrive Worldwide
Like Krating Daeng, its inspiration and starting point, Red Bull could have remained a regional product.
Dietrich Mateschitz, however, decided to give wings to his dream. (I’m sorry, I promise it will be the first and the last time you will hear this from me.)
As we saw, Red Bull began its journey as a local Austrian brand in 1987 and gradually expanded to other European countries.
By the early 1990s, Red Bull had established itself as a major player in the energy drink market in Europe.
In 1997, the company entered the US market, which proved to be a significant milestone for Red Bull’s international expansion.
By 2004, Red Bull was available in over 100 countries, and now is present in 171 countries.
Red Bull has effectively leveraged its network of distributors and partners to expand its reach globally.
The conglomerate has established partnerships with local distributors in various regions to ensure that its products are widely available.
Expanding into international markets can help companies tap into new sources of revenue and achieve economies of scale.
Companies that successfully expand into international markets can see significant revenue growth and increased profitability (McKinsey, 2018).
Additionally, expanding into international markets can drive innovation and competitive advantage.
Third, expanding into international markets can reduce dependence on a single market or region. This can help companies mitigate risks associated with economic fluctuations or political instability in specific regions (Accenture, 2019).
Finally, international expansion can be particularly beneficial for companies in the consumer-packaged goods industry, as it can provide access to new channels and markets for distribution (Nielsen, 2017).
5. Rise Above the Ordinary: Elevate Your Leadership Skills to Lead with Courage and Creativity
Red Bull’s success was largely due to the leadership and vision of its co-founder, Dietrich Mateschitz. Mateschitz had a sharp vision for the company and was able to build an ardent team and culture around that vision, which helped drive the company’s growth and success.
Mateschitz’s charisma and unorthodox angle significantly influenced Red Bull’s rise to prominence.
One of the key factors in the company’s success was its innovative marketing strategy, which set it apart from competitors.
Mateschitz recognised the importance of building a strong brand identity and connecting with consumers on a personal level, leading to the development of Red Bull’s iconic slogan, “Red Bull gives you wings” (Kumar et al., 2016).
The company’s marketing initiatives focused on sponsoring extreme sports events and creating engaging content, successfully positioning Red Bull as a lifestyle brand rather than just an energy drink (Buchholz, 2013).
Additionally, a survey conducted by the Reputation Institute ranked Red Bull as one of the world’s most reputable companies, further highlighting the impact of Mateschitz’s leadership on the organization’s success (Reputation Institute, 2018).
By fostering a culture of innovation, risk-taking, and collaboration, Mateschitz was able to build a team that was committed to achieving the company’s vision and objectives.
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If you want to learn more ->
If you’d like to learn more about Dietrich Mateschitz and Red Bull, here are some REFERENCES ->
Books
Biro, Pete and George Levy. F1 Mavericks: The Men and Machines that Revolutionized Formula 1 Racing. Motorbooks, 2018.
Dahmen, Dietmar and Frank Wimmer. The Red Bull Story: How Red Bull Created a New Market, Pioneered the Energy Drink Industry, and Made Billions. Palgrave Macmillan, 2014.
Kehlmann, Daniel, and Hans Traxler. Red Bull: The Whole Story. Salzburg: Red Bull Media House GmbH, 2012.
Articles
Accenture. 2019. “Expanding globally? Five considerations for your journey.” Accenture. https://www.accenture.com/_acnmedia/PDF-102/Accenture-Expanding-Globally-Five-Considerations-for-Your-Journey.pdf.
Baker, Richard, Ivan Nechepurenko, and Jake Bernstein. “Pandora Papers: Russian billionaire Mordashov built an offshore empire with PwC’s help.” The International Consortium of Investigative Journalists (ICIJ), 6 October 2021, https://www.icij.org/investigations/pandora-papers/mordashov-pwc-russia-richest-offshore/.
Bockmann, Michelle, and Leslie Wayne. “Billionaires’ offshore accounts.” The Washington Post, 22 April 2021, https://www.washingtonpost.com/business/interactive/2021/billionaires-offshore-accounts/
Buchholz, A. (2013). The Secret of Red Bull’s Marketing Success. Forbes.
Cornwell, T. B., Roy, D. P., & Steinard, E. A., II. (2005). Sponsorship-Linked Marketing: A Set of Research Propositions. Journal of Business Research, 58(8), 1066-1079.
Energydrinkhub. Krating Daeng Energy Drink: Caffeine and Ingredients. https://energydrinkhub.com/krating-daeng-energy-drink-caffeine-ingredients/Accessed 30/03/2023.
Euromonitor International. “Energy Drinks.” Euromonitor, 2021, https://www.euromonitor.com/energy-drinks#:~:text=Energy%20drinks%20has%20shown%20an,proven%20reasonably%20resilient%20to%20high%E2%80%A6.
Gahr, Christian. “Red Bull: 10 Dinge, die du über Dietrich Mateschitz wissen solltest” ISPO, ISPO.com, 14 August 2019, https://www.ispo.com/people/red-bull-10-dinge-die-du-ueber-dietrich-mateschitz-wissen-solltest.
Industrial Equipment News. “Red Bull Scandal Exposes Web of Tax Havens.” https://www.ien.com/regulation/news/20972852/red-bull-scandal-exposes-web-of-tax-havens.
Kantar. 2020. “Building a Sustainable Competitive Advantage.” ResearchGate. https://www.researchgate.net/publication/262747671_Building_a_Sustainable_Competitive_Advantage.
Kumar, V., Chattaraman, V., Neghina, C., & Skiera, B. (2016). Investigating the Influence of Characteristics on Loyalty Program Effectiveness: A Comparative Study. Journal of the Academy of Marketing Science, 44(1), 61-82.
Lacey, Stephen. “What Branded Podcasts Can Learn from Red Bull: Every Company Is Now a Media Company.” Medium, 19 July 2018, https://medium.com/@Stphn_Lacey/what-branded-podcasts-can-learn-from-red-bull-every-company-is-now-a-media-company-f8ed0efffe03.
Mazzei, M. J., Flynn, C. B., & Haynie, J. J. (2012). Moving Beyond Initial Success: Promoting Innovation in Small Businesses Through High-Performance Work Practices. International Journal of Business and Social Science, 3(1), 36-47.
McKinsey & Company. 2019. “The Business Value of Design.” McKinsey & Company. https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/the-business-value-of-design.
McKinsey & Company. 2018. “The Global Forces Inspiring a New Narrative of Progress.” McKinsey & Company. https://www.mckinsey.com/business-functions/sustainability/our-insights/the-global-forces-inspiring-a-new-narrative-of-progress.
Montague, T. (2019, October 22). Red Bull Gives You a Business Strategy. Retrieved from https://medium.com/@tmontague/red-bull-gives-you-a-business-strategy-e4c7832ee71c
Nielsen. 2017. Growing globally: Opportunities for CPG companies to reach new consumers and expand in developing markets.
Nielsen. 2018. “Finding Growth in Unexpected Markets.” Nielsen. https://www.nielsen.com/us/en/insights/report/2018/finding-growth-in-unexpected-markets/.
Reizeclub. Krating Daeng Caffeine and Ingredients (Detailed) –. https://reizeclub.com/krating-daeng-caffeine-ingredients/Accessed 30/03/2023.
Reputation Institute. 2018. Global RepTrak® 100: The World’s Most Reputable Companies. Reputation Institute.
Shim, Jihye. “Red Bull Family’s $8 Billion Wealth Boom Tops All Asia Dynasties.” Bloomberg.com, Bloomberg, 27 Mar. 2023, https://www.bloomberg.com/news/articles/2023-03-27/red-bull-family-s-8-billion-wealth-boom-tops-all-asia-dynasties
Wikipedia. Krating Daeng. https://en.wikipedia.org/wiki/Krating_Daeng. Accessed 30/03/2023.
Interviews
Hans Breitenstein. (2017, June 22). Dietrich Mateschitz im Interview: Red-Bull-Chef rechnet mit Österreich ab. Kleine Zeitung. https://www.kleinezeitung.at/steiermark/chronik/5197881/Dietrich-Mateschitz-im-Interview_Red-BullChef-rechnet-mit
Cases
Van den Steen, Eric, and Carin-Isabel Knoop. “Red Bull (A).” Harvard Business School Case 714-401, March 2014. (Revised March 2018.)
Tavassoli, Nader. “Red Bull Spreads Its Wiiings.” London Business School Case 513-056, Sep 2012. https://www.hbsp.harvard.edu/product/LBS327-PDF-ENG?activeTab=include-materials&itemFindingMethod=
