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Excerpt from Entrepreneur -- "While Kilduff stipulates that in any real-world case studies there are various factors at play and so attributing causation can be tricky, he points to the rivalry between U.S. automakers in the 1990s. 'It seems as if those three automakers were so intensely competing with one another that they didn't pay attention to anyone else, allowing Japanese automakers to come in and overtake them.' A similar dynamic likely played out between Coke and Pepsi. The soft drink giants poured so much energy into tracking one another's movements that Kilduff speculates they entirely missed the emergence of popular new energy and health drink brands."

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