While the media bemoans Pepsi-Cola's fall to number four in the U.S. soft drink market, they're missing the larger data picture.

Pepsi Looks More Like Number One

Data not only provides a more accurate view of things; it can also tell better stories. In a world of catchphrases and memes, we'd all like a more researched and robust picture of the business world. What factors were most significant for the meteoric rise and fall of certain companies, and was their trajectory truly meteoric? How true are the organizational narratives we've all been conditioned to believe? Were the most celebrated advertising campaigns actually as successful as everyone thinks they were? Every month in The Data Behind the Business, we'll look at hard numbers and statistics to get a better understanding of how industries are actually shaped. The truth will surprise you, and may also change the way you look at your own business.

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Pepsi Looks More Like Number One

Pepsi Looks More Like Number One