INTRODUCTION
THE JOURNEY AWAITS:
THE OPPORTUNITY OF EXPERIENCE
In the summer of 2016 a funny thing happened on the way to the vending machine. Bottled water bypassed carbonated soft drinks as the top-selling beverage for the first time since . . . well, carbonated soft drinks. For a multinational company like PepsiCo, whose flagship cola brand is second only to the iconic Coke, this surely spelled disaster.
Didn't it?
On the plus side, PepsiCo owned about two dozen billion-dollar brands, from Diet Mountain Dew to Doritos. On the minus side—and a big minus it was—soda sales had dipped lower every year for a decade and showed no sign of turning around. How was it then that, in 2016, PepsiCo remained the largest food company in North America and ...
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