In October 1996, Fortune magazine ran a cover story entitled: HOW COKE IS KICKING PEPSI'S CAN. In it, the authors portray a Coca-Cola (KO) management that's very satisfied with itself. The cola wars are over. They've won. Case closed. Of Pepsico (PEP), Roberto Goizueta said, "As they've become less relevant, I don't need to look at them very much anymore." Pretty smug for a man described as reserved, aristocratic, and cerebral. Nonetheless, the swagger seemed appropriate given Coke's performance. The anecdotes set forth by Fortune show KO was outmaneuvering PEP on every front.Complete Story »