Annotated Bibliography

Annotated Bibliography

1. Mark Ritson. PepsiCo lost the battle, won the war. Marketing. London: Mar 29, 2006. pg. 21.

With two decades of hindsight, it is clear that Coke won the battle against Pepsi to be the world's number one cola, but it may well have lost the war to become the more successful corporation. While Coke's share price has fallen by a third in the past five years, PepsiCo's has risen by the same amount. After Coke won the cola wars it continued to focus on carbonated beverages to the extent that 85% of its global profits still come from this category. In contrast, PepsiCo licked its wounds 20 years ago and opted for a diversification strategy. A divide is also emerging in the quality of marketing at the two corporations.

2. Garvin, David A. Leveraging processes for strategic advantage: a roundtable with Xerox's Allaire, USAA's Herres, SmithKline Beecham's Leschly, and Pepsi's Weatherup. Harvard Business Review 73, no.5 (September-October 1995): 77-90.

This article captures the essence of a roundtable discussion involving four of the pioneers in the shift to processed organization over functional organization. They are trying to decide how this new type of horizontal work flow, called processes management, will be led and what type of an effect senior management can expect.

3. Enrico, made the following observation in his book, The Other Guy Blinked: How Pepsi Won The Cola Wars:

By comparison [to the major battles of history], of course, the battles that Pepsi-Cola and Coke fight in the Cola Wars are trivial. The book discuss that there are no final defeats. The ammunition we fire at one another is often damn silly stuff. But for all that, our battles are very real. The author says that the PepsiCo defined the relevant customer base in the amended complaint as “restaurant chains, movie ...