1. “Blinks”: Inspired by the book: The Other Guy Blinked, How Pepsi Won the Cola Wars. by Roger Enrico, Jesse Kornbluth. Publication date 1986.
The inside story of the business war that shook the soft-drink industry–the battle between Coca-Cola and Pepsi. Roger Enrico, the president of the Pepsi-Cola Company, attributes the beginning of the battle to the “Pepsi Challenge,” an advertising campaign by Coca-Cola’s chief rival featuring comparison tests in which consumers expressed a preference for the taste of Pepsi over Coke. The Coca-Cola Company responded with New Coke, which was a marketing debacle. For Enrico, that was terrific. A marketer to the core, his preoccupation is with the advertising campaigns he employed in the war against Coca-Cola. Enrico has no doubts — an effective marketing campaign is more important than the product it sells, which makes him the quintessential entrepreneur for the age of advertising. This is a case study of how market-research, imagery, and advertising have taken over American business.
2. Harvard University DASH – Spring 2011 – Page 27
http://nrs.harvard.edu/urn-3:HUL.InstRepos:8822183
3. American Lebanese Chamber of Commerce Newsletter – 1950
4. Lebanese University – Center for Research and Studies in Legal Informatics – 1968