If their sojourn in Corporate America was often filled with disappointments, the team members rose above them. Take the Pepsi Challenge: Read a novel. I wasn't paid on the basis of other executives. It also was a time offerment in the business world -- the democratization of commerce itself. Their most popular series of ads ended up as a classroom teaching tool in African-American high schools and colleges around the country. Once the war was over, however, a renewed effort began with an even greater impetus to succeed. Use features like bookmarks, note taking and highlighting while reading The Real Pepsi Challenge: The Inspirational Story of Breaking the Color Barr. The Real Pepsi Challenge: The Inspirational Story of Breaking the Color Barr, Free Press; Reprint edition (June 17, 2008), Reviewed in the United States on March 13, 2018, Reviewed in the United States on May 1, 2014. The Real Pepsi Challenge: The Inspirational Story of Breaking the Color Barr eBook: Capparell, Stephanie: Amazon.co.uk: Kindle Store Select Your Cookie Preferences We use cookies and similar tools to enhance your shopping experience, to provide our services, understand how customers use our services so we can make improvements, and display ads. However, this is also a story of unintended consequences, including introducing diversity into corporate America, revolutionizing the strategies of niche marketing, featuring black actors in ads, and identifying blacks as an important consumer segment. It's nice to have the knowledge all in one book. You're listening to a sample of the Audible audio edition. This is a snapshot in time, with its profit successes but also its failures. Furthermore the website is monetizing from Google Adsense. He gave the team the personnel, budget, and creative freedom to explore the market on a national scale, and fully recognized its clout. They gave formal talks to white driversalesmen about their role in the company, thereby instigating some of the earliest formalized diversity training. Other team members whose contributions are greatly missed include David F. Watson, H. Floyd Britton, Harold W. Woodruff, Alexander L. Jackson, Frank L. Smith, Winston C. Wright, Paul D. Davis, and William E. Payne. Stephanie Capparell creates an engaging account of Pepsi's push to integrate its sales staff and customer base. Prime members enjoy FREE Delivery and exclusive access to music, movies, TV shows, original audio series, and Kindle books. Given the book's vast amount of information, a timeline and a list of key players would have helped readers navigate the crowded cast of executives and events. But the corporate office was a lonely place for African Americans in the 1940s. Instead, our system considers things like how recent a review is and if the reviewer bought the item on Amazon. Coke vs. Pepsi. Their resourcefulness, persistence, and creativity paved the way for the generations that followed." Free shipping and pickup in store on eligible orders. On the road, the team members became role models at a time when few Americans had ever seen a young black man with a corporate business card. Buy the Paperback Book The Real Pepsi Challenge: How One Pioneering Company Broke Color Barriers in 1940s American Busines... by Stephanie Capparell at Indigo.ca, Canada's largest bookstore. "That was always foremost in his mind.". It didn't matter to Walter Mack that in Coke he had a rival that was linked in the American psyche with Santa Claus and the American G. I. --This text refers to an out of print or unavailable edition of this title. It took a boss with the pluck and foresight of Walter S. Mack, Jr. , who led Pepsi-Cola from 1938 to 1950. You haven't heard the names of these men in the myriad books written about the cola wars over the decades. The Real Pepsi Challenge: The Inspirational Story of Breaking the Color Barrier in American Business by Stephanie Capparell accessibility Books LIbrary as well as its powerful features, including thousands and thousands of title from favorite author, along with the capability to read or download hundreds of boos on your pc or smartphone in minutes. To the ranks of the unsung civil rights pioneers, add Pepsi's first special-markets sales staff. Because many restaurants and hotels across the country didn't want their business, they often had to rely on a network of families willing to give them food and lodging in their homes while on the road. We highly recommend this intriguing saga to all students of corporate history, sales, advertising and racial politics. In the late 70’s, Coke had a problem: Pepsi. "The Real Pepsi Challenge" would be the book that finally prevents her from testing the time-space continuum. The Cola Wars: The story of the global battle between the Coca-Cola Company and PepsiCo, Inc. Secret Formula: The Inside Story of How Coca-Cola Became the Best-Known Brand in the World. But during the 1940s, the Pepsi-Cola Company broke new ground when it ran ads featuring black middle-class families and community achievers. "The Real Pepsi Challenge is an inspiring story about a small team of pioneers who rose above the prejudice of the times. It was an object lesson for other companies that were ignoring the African-American consumer and standing on the sidelines when it came to integrating their professional staffs. Businesses were just awakening to the potential of a diverse work place and untapped markets. Reviewed in the United States on March 20, 2014. Today, ad posters featuring African-American models are standard corporate practice. The Pepsi Challenge. The victory over Hitler had encouraged social reformers in the United States to work toward making the world more just and egalitarian. Pepsi-Cola - PepsiCo has one of the most intriguing histories in business. Does anyone really believe some of these quotes? An early 1980s "Pepsi Challenge" 16 oz. Method. Top subscription boxes – right to your door, © 1996-2020, Amazon.com, Inc. or its affiliates. Pepsi is my favorite beverage and it was great to learn all that Pepsi and Pepsi-Cola President Walter Mack did to help civil rights in the past. By Richard Murison. gorilla in the cola market holding the #1 position for decades. The challenger can be of any race, but the girls must be black like cola. Buy a copy today! Unable to add item to List. Achetez neuf ou d'occasion Bring your club to Amazon Book Clubs, start a new book club and invite your friends to join, or find a club that’s right for you for free. Notes. 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