High-Speed Success In Indy Left Canadian Club Wondering, "Should We Stay Or Should We Go?"

Document Type

Peer-Reviewed Article

Publication Date

Summer 2010


The article presents a case study for the marketing decision of the Canadian Club Whisky on its racing program, the Canadian Club Racing. It notes that the dilemma roots from the declaration of their racecar driver, Dario Franchitti, that he would not be racing in the 2008 Indy Racing season because he signed a contract with NASCAR. It states that the condition allows several options for the company which include following Franchitti to NASCAR or abandoning its racing program.