In the News
Dr Pepper Snapple merges with Keurig Green Mountain
Graham Watson
29th January 2018
Horizontal integration in the US beverage market with Keurig Dr Pepper hoping to have access to "unrivalled distribution capability to reach virtually every point-of-sale in North America".
This implies that here are obvious marketing economies of scale to be gained from the merger, although how far they are going to be realised is open to debate.
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