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How Coke and Pepsi Have Evolved – By Samuel Phineas Upham

By Samuel Phineas Upham As far back as 1884, when Coke entered the marketplace, Coke and Pepsi used bottling companies to bottle and distribute their products. However, over the last 20 years both companies have been internalizing what was efficiently externalized. Why the change? In Timothy J. Muris, David T. Scheffman, and Pablo T. Spiller’s paper “Strategic and Transaction Costs: The Organization of...