Title

Double-Cola and Antitrust Issues: Staying Alive in the Soft Drink Wars

Document Type

Article

Language

eng

Format of Original

24 p.

Publication Date

Winter 2003

Publisher

Wiley

Source Publication

Journal of Consumer Affairs

Source ISSN

0022-0078

Original Item ID

doi: 10.1111/j.1745-6606.2003.tb00457.x; Shelves: HF 5832 .J697 x 2003 v. 37, Memorial Periodicals

Abstract

This case study is the story of the underdog in the soft drink wars. It is a testament to the meaning of brands and the lengths that loyal consumers go to for Double-Cola, one of many small regional brands that struggle to compete against industry giants. It also offers insights into current antitrust issues within the regulatory environment and the lack of protection given to small brands in their fight to stay alive. Consequences for consumers, bottlers, and small manufacturers are explored.

Comments

Journal of Consumer Affairs, Vol. 37, No. 2 (Winter 2003): 340-363. DOI.