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. Review of Industrial Organization Springer Journals

Loading next page...
Kluwer Academic Publishers
Copyright © 1997 by Kluwer Academic Publishers
Economics; Industrial Organization; Microeconomics
Publisher site
See Article on Publisher Site


You’re reading a free preview. Subscribe to read the entire article.

DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 12 million articles from more than
10,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Unlimited reading

Read as many articles as you need. Full articles with original layout, charts and figures. Read online, from anywhere.

Stay up to date

Keep up with your field with Personalized Recommendations and Follow Journals to get automatic updates.

Organize your research

It’s easy to organize your research with our built-in tools.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

Monthly Plan

  • Read unlimited articles
  • Personalized recommendations
  • No expiration
  • Print 20 pages per month
  • 20% off on PDF purchases
  • Organize your research
  • Get updates on your journals and topic searches


Start Free Trial

14-day Free Trial

Best Deal — 39% off

Annual Plan

  • All the features of the Professional Plan, but for 39% off!
  • Billed annually
  • No expiration
  • For the normal price of 10 articles elsewhere, you get one full year of unlimited access to articles.



billed annually
Start Free Trial

14-day Free Trial