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

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.