Good For You, Not For Shareholders

　　IN OCTOBER 1996 the cover of Fortunemagazine 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 a