Abstract
Towards mid 2000, Caribeño S.A., a young Uruguayan family-owned firm, had accomplished an almost unbelievable feat: it was overtaking Pepsi as the number two soft drink brand in the indigenous market with its Nix line of B-brand soft drinks after only three years of its introduction. Coca-Cola and Pepsi had traditionally been the dominant players in the industry, with an almost 100 per cent combined market share since their entry in 1945 and 1956, respectively.
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© 2004 Betriebswirtschaftlicher Verlag Dr. Th. Gabler/GWV Fachverlage GmbH, Wiesbaden
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Kramer, E. (2004). Nix and the Uruguayan Soft Drinks Industry. In: Schweickart, N., Kaufmann, L. (eds) Lateinamerika-Management. Gabler Verlag. https://doi.org/10.1007/978-3-322-90458-4_19
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DOI: https://doi.org/10.1007/978-3-322-90458-4_19
Publisher Name: Gabler Verlag
Print ISBN: 978-3-322-90459-1
Online ISBN: 978-3-322-90458-4
eBook Packages: Springer Book Archive