Strategy, Structure, and Antitrust in the Carbonated Soft-Drink Industry
By Timothy J. Muris, David T. Scheffman, and Pablo T. Spiller
0-89930-788-4/978-0-89930-788-6
Description
The Cola Wars have long fascinated students of American business. Until 30 years ago, Coca-Cola clearly dominated the carbonated soft-drink industry, but with Pepsi-Cola's challenge in the 1960s, the market environment became fiercely competitive. Rivalry was well publicized and intense. Now recognized as two of the premier marketing companies in the world, Coke and Pepsi created and implemented management strategies to deal aggressively, not reactively, with the competition between them. How they have changed their product and marketing strategies, and altered their corporate structures to reflect them, is explored here in detail. More than a case study, this book will be a valuable how-to for corporate management in other highly competitive arenas and an informative inside look for their marketing and sales teams.
Reviews:
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By examining the larger market strategies associated with structural changes in this industry, Muris, Scheffman, and Spiller shed light on antitrust issues. All highly respected senior business faculty members at major universities, they ultimately argue that the move to captive distribution networks has been procompetitive rather than monopolistic. The system has grown in efficiency and this, in turn, has benefited consumers through lower prices.
—Legal Information Alert
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This is a novel and original book. Muris, Scheffman, and Spiller make important contributions to our understanding of how competition in the industry works.
—Business History Review
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978-0-89930-788-6
Strategy, Structure, and Antitrust in the Carbonated Soft-Drink Industry
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