Pepsi versus Coke: an unhealthy obsession? They are global, but are they relevant?

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

There was a time when a feature article on Pepsico or Coca‐Cola, or preferably them both, would stir the blood; they represented the cutting edge of business, particularly marketing, and their global reach was simply breathtaking. Name a country that you could hardly find on a map and, guess what, both cola giants were already on the ground and fighting hard for market share.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2008), "Pepsi versus Coke: an unhealthy obsession? They are global, but are they relevant?", Strategic Direction, Vol. 24 No. 1, pp. 6-8. https://doi.org/10.1108/02580540810839269