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

Loading next page...
 
/lp/springer_journal/book-review-9Bri0gzvRS
Publisher
Springer Journals
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

Abstract

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.

Journal

Review of Industrial OrganizationSpringer Journals

Published: Sep 29, 2004

References

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 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

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

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create lists to
organize your research

Export lists, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off