Levy, Daniel C.; Young, Andrew T. - 2019
presence of such a contract in the Coca-Cola market, in the US, during 1886-1959. The implicit contract promised a serving of … Coca-Cola of a constant quality (the "real thing"), and of a constant quantity (6.5oz in a bottle or from the fountain), at … the Coca-Cola Company chose to incur a permanently higher marginal cost of production, instead of a one-time increase in …