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How Coke and Pepsi Have Evolved – By Samuel Phineas Upham

By Samuel Phineas Upham Over the last 30 years, both Coke and Pepsi have changed their relationships with their bottlers. In the paper “Strategic and Transaction Costs: The Organization of Distribution in the Carbonated Soft Drink Industry” by Timothy J. Muris, David T. Scheffman, and Pablo T. Spiller, the authors suggest a groundbreaking and fascinated view that attempts to explain the changing...