Making decisions about the future, sometimes our sunk costs–the irrecoverable time and money we invested in the past–distorts our logic.
Why Coca-Cola Is Going After the Zombies
Looking at how Coke competes, we can see that they believe less is more as they discontinue hundreds of brands like Tab.
Why New Coke is Back
An innovative disaster, the introduction of New Coke in 1985 generated so massive a protest that no one ever thought it could return…until now.
Why Brand Loyalty is about More than Taste
Brand loyalty, preferring aspartame in Diet Pepsi and Coca-Cola’s original recipe can be explained by ideas from behavioral economics like status quo bias.
What New Coke Could Teach Baseball
Baseball managers say that winning requires time consuming competitive strategies that conflict with the sport’s need to shorten game time and attract fans.