Word: bevmark
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Dates: during 1990-1999
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...idea. But veteran Coke watchers couldn't help speculating that there must have been a shove from disenchanted members of the company's board of directors. "This was a guy you would have had to carry out in a box," says Tom Pirko, president of Bevmark, a consultant to the industry. "The pressure for him to crack just had to be nuclear...
...line of reasoning is that Coke is simply too big to topple. Coke, for instance, has added 8 billion cases of sales in 10 years, according to CEO Douglas Ivester. Others say that Enrico's deliberate strategy is tantamount to declaring defeat. Says Tom Pirko, president of consulting firm Bevmark: "Pepsi has put its tail between its legs and withdrawn...