King, Charles, III, and Das Narayandas. "Coca-Cola's New Vending Machine (A): Pricing To Capture Value, or Not?" Harvard Business School Case 500-068, February 2000. (Revised December 2000.) ...
instead of the regular price of between 100 and 160 yen, saving up to about 2,100 yen. The company, Japan’s largest beverage vending machine operator, is making the Coke ON Pass service ...
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