rivalry among incumbents. The obesity epidemic in America has become a real concern for consumers. This presents a challenge specifically to CSD producers as their products have been cited as “the largest source of obesity-causing sugars in the American diet” (Yoffie & Kim, 2011, p. 9). This perception has reduced demand for CSD’s by the end consumer. Substitutes for CSD beverages are numerous, including water, juices, and sports drinks. In addition, switching costs for the end consumer are relatively…
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