Strategy, Structure, and Antitrust in the Carbonated Soft-Drink Industry

by David T. Scheffman, Timothy J. Muris, Pablo T. Spiller

Pepsi-Cola and Coca-Cola are widely recognized as being two of the premier marketing companies in the world. They have introduced a great variety of new products and package types. They have raised celebrity advertising to a new level. Coca-Cola even changed the formula for Coke. These and other developments in the carbonated soft drink industry came about from major strategy changes by Pepsi-Cola and Coca-Cola. Rather than simply reacting to a...

• Format: Hardcover
• Language: English
• ISBN: 0899307884
• ISBN13: 9780899307886
• Release Date: May 1993
• Publisher: Praeger
• Length: 272 Pages
• Weight: 1.30 lbs.
• Dimensions: 0.6" x 6.1" x 9.2"