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The Product Proliferation of Coca-Cola
The vast majority of innovation that we see is sustaining in nature. It makes existing products better for best customers so that we can improve our lives. In almost all instances, it's the incumbent companies who are successful in capitalizing on new innovations. The product proliferation of Coca-Cola, I don't think has put Pepsi out of business. And similarly, the radical technological breakthroughs in Telephony haven't resulted in an entirely different business model Paradigm.