Abstract

In December 2008, a Turkish shoemaker, Baydan Ayakkabicilik San. & Tic (BAS&T), was hit with shock demand for one of its shoe models, which the shoemaker claimed was the same as the one thrown at US president George W. Bush by an Iraqi reporter. Orders for the shoe model were pouring in not only from countries in the Middle East, but also from countries such as the UK and the US. While there was no way of ascertaining whether the shoes used in the attack were indeed made by BAS&T, with shoemakers from countries such as Iraq, Lebanon, Syria, and China making conflicting claims, the Turkish shoe maker was gearing up to promote the shoe model more aggressively.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Consumer demand
• Demand shock
• Influencing consumer behavior.

Keywords

Demand, advertising, Baydan Ayakkabicilik San. & Tic, Baydan, George W. Bush, Bush, Middle East, Iraq, Turkey, Mercedes