Background
Scheffman, David Theodore was born on December 1, 1943 in Milaca, Minnesota, United States. Son of David Theodore and Fern Virginia (Maas) Scheffman.
( Pepsi-Cola and Coca-Cola are widely recognized as being...)
Pepsi-Cola and Coca-Cola are widely recognized as being two of the premier marketing companies in the world. They have introduced a great variety of new products and package types. They have raised celebrity advertising to a new level. Coca-Cola even changed the formula for Coke. These and other developments in the carbonated soft drink industry came about from major strategy changes by Pepsi-Cola and Coca-Cola. Rather than simply reacting to a changing competitive environment, PepsiCo and The Coca-Cola Company have created and implemented strategies that turned the new environment to their advantage. Although Pepsi-Cola attacked Coca-Cola's dominance and achieved near-parity with Coke in bottled soft drinks, both Coke and Pepsi have benefitted from fighting the Cola Wars. The battle between them has stimulated continuing growth in an industry regularly pronounced by the experts for many years to be on the verge of maturity. One widely ignored aspect of the Cola Wars is the ongoing transformation of the soft drink distribution systems of Coca-Cola and Pepsi-Cola from systems of independent bottlers to captive bottling subsidiaries. Chandler advanced the hypothesis that successful firms develop strategies to take advantage of new opportunities, and that those strategies then determine the organizational structure required for effective implementation. We find that changes in the organization of the two leading carbonated soft drink firms' distribution systems provide support for Chandler's hypothesis. The independent bottling systems were a unique and effective organization for many decades. Changes in the external environment, however, raised the costs of transacting between the parent concentrate manufacturers and their independent bottlers. In particular, the new competitive environment required rapidly changing product and marketing strategies, and the implementation of these strategies required the close cooperation of the distribution systems. In effect, Coke and Pepsi needed to change the organization of their distribution systems to implement effectively the strategies that stimulated the new competitive environment, because the relative transaction costs of the independent bottling systems in the new environment were too high. The book presents a strategic analysis of the history of the industry.
http://www.amazon.com/gp/product/0899307884/?tag=2022091-20
economist consultant Management educator
Scheffman, David Theodore was born on December 1, 1943 in Milaca, Minnesota, United States. Son of David Theodore and Fern Virginia (Maas) Scheffman.
Bachelor magna cum laude, University Minnesota, 1967. Doctor of Philosophy, Massachusetts Institute of Technology, 1971.
Lecturer Boston College, 1970-1971. From assistant professor to associate professor University Western Ontario, London, Canada, 1971-1981. Senior economist Federal Trade Commission, Washington, 1979-1982, deputy director, 1983-1986.
Professor, director Institute Applied Economics Concordia University, Montreal, Canada, 1982-1983. Director, bureau economics Federal Trade Commission, Washington, 1985-1988. Justin Potter professor, adjunct professor business strategy and marketing Vanderbilt University, Nashville, 1989-1999, professor of business strategy and marketing, since 1999.
Director LECG, New York City, 1993-2001, 2003—2009, Bureau Economics, Federal Trade Commission, Washington, 2001—2003. Adjunct professor, director business strategy Cornell University, 2001—2002. Senior advisor Correrstone Research, since 2009.
Adjunct professor Georgetown University Law Center, Washington, 1986. Consultant Ontario Economic Council, Toronto, 1973-1981, General Motors, 1977, Central Oil Inquiry, Ottawa, Ontario, 1982-1984, Central Government, Ottawa, 1979-1981, Canada Competition Tribunal, 1987-1989, Canada Bureau Competition Policy, 1988-1991, United States Sentencing Commission, 1988-1989, Pepsi Cola, 1989-2000, Kraft General Food, 1989-2001, PacifiCorp, 1989-1993, Nordic Educational Research Association, 1991-1993, Boeing, 1992-1996, Berwind Industries, Inc., 1993-1995, Communications Central, Inc., Applied Innovation, Inc., Training and Enterprise Council, 1995-1998, Nortel, 1995, Coca Cola, 1996-1998.
( Pepsi-Cola and Coca-Cola are widely recognized as being...)
(Book by Frankena, Mark W., Scheffman, David T.)
Member American Economics Association, Strategic Management Society, American Management Association, American Marketing Association.
Married Cathy Schutz, May 11, 1989.