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What you are buying
What you get
- 5 verified decision records on Coca-Cola, one record per page.
- Each record states the fork, the options on the table, the choice, the reason the company gave, the money committed where the record states it, what happened at one, three and five years, and every source.
- The same records in five files: Excel, JSON, PowerPoint, Word, and PDF.
How to use it
- Open the Excel to compare records side by side and filter by company, date, or verdict.
- Cite a record in a memo from the Word or PDF page; the sources are on the page.
- Load the JSON into your AI workspace so the assistant reasons from verified records instead of inventing them.
What it is not
- It is not a report. There is no introduction, no analysis across the records, and no recommendation.
- Each record says only what its source story says, so the writing is factual and brief, not narrative.
- If you want the argument, a Strategy Pack makes it; the casebook is the evidence behind it.
About the Coca-Cola Casebook
What can you learn from Coca-Cola's strategic decisions? How did Coca-Cola handle the forks that defined it, and what happened next? The knowledge of these decisions will help you glean insights, inspiration and actionable ideas. The Coca-Cola Casebook comprises 5 verified decision records with dated outcomes.
Every record follows the same structure, which is what makes the set useful rather than merely interesting. You see when the fork came, what was on the table, what the company chose and the reason it gave, what it committed, and what happened at one, three and five years. Every fact is cited to its source, and where we offer a judgment, it is labeled as one. Across the 5 records, which span 1891 to 1997, 5 carry dated outcomes; 2 of the decisions held, 2 were reversed, 1 held in part, and 0 are still too early to call.
Why it is worth your time
Following one company across every kind of decision it faced shows you something a single case never can: how its choices compounded. The Coca-Cola Casebook covers 5 decision types, from The Reversal, The Pricing Lens, Asset-Light Bet and more, with forks between 1891 and 1997, so you can see the pattern in how Coca-Cola sized its bets, when it reversed, what it committed, and what came back. Each record carries the same fields and every source, which is what lets you compare a pricing move with an acquisition and a crisis response on equal terms.
Who reaches for it
Anyone competing with Coca-Cola, selling to it, investing in it, or learning from it: strategy teams sizing up a rival, consultants building a company profile that goes beyond the annual report, investors who want the decisions behind the numbers, and faculty who teach the company as a case.
What it saves you
Assembling comparable precedents by hand is slow work: find each decision, date it, read the filings and the coverage, pull out the same fields, and check every number. At three to four hours a record, this set is roughly 18 hours of a strategist's time. It is $299, once, and every record has already been through the same fields and the same checks.
How people use it
In the memo, you cite the records that match your question, outcomes and sources included, straight from the Word appendix. In the room, the PowerPoint gives you one record per slide with an action title and a source line. In the model, you sort the Excel by verdict, horizon or capital committed. And in your AI workspace, you load the JSON as vetted context, so the assistant reasons from verified records instead of inventing them.
What is in the download
A sample record
One record, free, exactly as it appears in the files. The other 4 verified records are in the purchased files.
| Company | Fork date | The fork | Options | Choice | Stated rationale | What happened | Judgment analyst | Sources |
|---|---|---|---|---|---|---|---|---|
| Coca-Cola Read the story → verified | 1985-04-23 | Whether to reformulate Coca-Cola's 99-year-old flagship formula |
| Reformulate to sweeter recipe | Blind taste tests showed the new, sweeter formula beat both Pepsi and original Coke, and Coke's share had eroded for twenty years | Latest · 1985 sales recovery: Coca-Cola Classic came roaring back, outselling both New Coke and Pepsi and reclaiming the lead | reversibility high verdict reversed | HISTORY.com (1985-04); HISTORY.com (2023); HISTORY.com (2023); HISTORY.com (1985-07); Snopes (2019) |
What is in this casebook
5 verified records across 5 decision types: The Reversal, The Pricing Lens, Asset-Light Bet, Moat Anatomy and Succession Question.
Questions
- What do I get in the Coca-Cola Casebook?
- 5 verified decision records on Coca-Cola across 5 decision types. Each one tells you when the fork came, what was on the table, what the company chose and why, what it committed, and what happened at one, three and five years, with every source named, as Excel, JSON, PowerPoint, Word and PDF.
- How do I know the records are accurate?
- Every record is drawn only from the story it comes from and that story's sources. Every fact carries a citation and a verbatim excerpt, a mechanical check rejects anything the story does not contain, a second model from a different vendor reads the record against the story, and a third arbitrates any disagreement. Only records that pass all of it are in the files.
- Is this a subscription?
- No. It is a one-time purchase, re-issued whenever a story a record rests on changes. The library license keeps every casebook current for a flat annual fee.