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How Coke and Pepsi Have Evolved – By Samuel Phineas Upham

By Samuel Phineas Upham In the paper “The Organization of Distribution in the Carbonated Soft Drink Industry,” authors Timothy J. Muris, David T. Scheffman, and Pablo T. Spiller provide a fascinating and controversial theory that attempts to answer why Coke and Pepsi changed their relationships with their bottlers. In the early days of Coke and Pepsi, the companies had contracts with only bottling distributors...

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