"Opponent is good frend"
This is one of Cases of HBS. This article represents "cola war" from the industry of soft drinks to grobalization. Industry of soft drinks is very special because advatising is much more important than production itself. So, suprisingly, Coke and Pepsi have been battling for more than one century in only one product,cola! This article shows the importance of marketing strategy and rivaly, and indicates evolution is caused by competition.
In Japan, such situation can be seen in green tea market, Ito-en, Kirin and Suntory. They produce new procucts―but they are kind of green tea―every season and this makes market more attractively for customers and even farmers that produce leaves of tea because of their branding.
I hope the war continues forever because I want to drink more delicious green tea and someday, such energy makes Japanese farmer more competitive with branding.
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