Douglas Ivester, president and chief executive officer, Coca Cola Co., said he sees the current soft drink landscape peopled with three kinds of players. loudly and back into each other." WOLVES: "The wolf is extremely loyal to his own pack of trusted business partners, say, the Coke system. But he still cherishes his independence." PARASITES: "They latch onto normal organisms. They have never helped build the business, never created new products or packages, and have given nothing back ...

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