Greyser, Stephen A., and William Ellet. "Big Boom Beverages: Fight or Flight? (Brief Case)." Harvard Business School Teaching Note 920-558, May 2020.

The 'fight or flight' hormone adrenaline — which is produced during times of stress — is an agonist of the β 2-adrenergic receptor (β 2 AR), a G-protein-coupled receptor (GPCR) that mediates ...