Young, Andrew T.; Levy, Daniel - In: The Journal of Law, Economics, and Organization 30 (2014) 4, pp. 804-832
We offer the first direct evidence of an implicit contract in a goods market. The evidence comes from the market for …-Cola Company left a written evidence of the implicit contract with its customers—a very explicit form of an implicit contract. The … implicit contract promised a 6.5oz Coca-Cola of a constant quality, the “secret formula,” at a constant price, 5¢. We show that …