Book Review

Book Review Review of Industrial Organization 12: 295–299, 1997. 295 Strategy, Structure, and Antitrust in the Carbonated Soft-Drink Industry, Timothy J. Muris, David T. Scheffman, and Pablo T. Spiller, Westport CT: Quorum Books, 1993, 272 pages, $59.95. Like another carbonated soft drink (CSD) study recently reviewed here, Strat- egy, Structure and Antitrust is really an essay justifying the vertical integration of CSD bottling operations undertaken by PepsiCo (Pepsi) and the Coca-Cola Company (Coke) over the past fifteen years. Like the earlier volume, the research presented by Muris, Scheffman, and Spiller (MSS) was partially funded by Pepsi and the authors include Federal Trade Commission (FTC) officials from the Rea- gan era. Despite the similar credentials of the authors, similar sponsorship, similar subject matter, and similar bottom line, I found Strategy, Structure, and Antitrust to be a more satisfying read because of its less polemic style, greater appreciation of institutional factors, and more detailed empirical work. Although I reacted positively to the book overall, there are some significant shortcomings of commission and omission that detract significantly from the overall quality of the research. I turn to these after a brief section-by-section capsulization. MSS have organized their work in a logical and helpful manner. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Review of Industrial Organization Springer Journals

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Publisher
Kluwer Academic Publishers
Copyright
Copyright © 1997 by Kluwer Academic Publishers
Subject
Economics; Industrial Organization; Microeconomics
ISSN
0889-938X
eISSN
1573-7160
D.O.I.
10.1023/A:1007740324571
Publisher site
See Article on Publisher Site

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