Soft drink manufacturing industry faces a high threat of substitutes. Not many soft drink brand exit the market but many new companies and brand enter. Similarly, that is the reason why prices of soft drink do not fluctuate as compare to other food items. The competitive environment in the soft drink industry creates a high threat of substitutes.
CEO duality refers to the situation when the CEO also holds the position of the chairman of the board.
The board of directors is basically designed to keep an eye on managers such as the CEO on the behalf of the shareholders. They design compensation contracts and hire and fire CEOs. The benefit of having a dual CEO in the firm is because he or she could work closely with the board to create value.
Christina in this sense is tryinb to bring more value to the firm and in ghe capacity of just the CEO her hands are tied. She probably wants more authority or power to do much more.
