In october 1996 the cover of Fortune magazine showed Roger Enrico, then the chief executive of PepsiCo, trapped in a Coke bottle under the headline "How Coke is kicking Pepsi's can". Ten years later, just after Pepsi had surpassed Coca-Cola in market capitalisation for the first time in their 108-year rivalry, the same magazine ran another big story on the cola giants. It admitted that it was wrong to have declared Pepsi defeated and lauded it as one of America's best-run companies.
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