The Coca-Cola Company achieved global success and a unique business position primarily by utilizing its bottling system to reach scale faster than competitors.

“I don't think Coca-Cola is the ubiquitous international product that it is today where they just created and then won the market without this bottler scale thing.”

Coca-Cola's early growth was driven by its ingenious and highly effective couponing strategy that incentivized all participants in the distribution chain.

“This incredible invention that completely incentivizes rapid extreme growth in distribution of the product.”