Case | HBS Case Collection | December 1978 (Revised January 1986)

Pepsi-Cola (A)

by Walter J. Salmon and Steven R. Palesy


Combining aspects of a functionally organized marketing management system, with a franchised channel of distribution network. Focuses on extending an innovative promotional program to a market where competitive conditions differ.

Keywords: Innovation Strategy; Management; Marketing; Marketing Reference Programs; Network Effects; Distribution; Organizational Design; Franchise Ownership; Competition; Food and Beverage Industry;


Salmon, Walter J., and Steven R. Palesy. "Pepsi-Cola (A)." Harvard Business School Case 579-108, December 1978. (Revised January 1986.)