http://knowledge.wharton.upenn.edu/ Knowledge@Wharton is an online resource that offers the latest business insights, information, and research from a variety of sources. Content includes analysis of current business trends, interviews with industry leaders and faculty, articles based on the most recent business research, book reviews, conference and seminar reports, and links to other websites. en-us Copyright (c) 2011 The Wharton School of the University of Pennsylvania http://www.wharton.upenn.edu/faculty/menon_geeta.jpg http://www.wharton.upenn.edu/faculty/ 125 45 Wharton Faculty Research Marketing http://knowledge.wharton.upenn.edu/article.cfm?articleid=2329&source=rss The ritual is now a part of big-time, as well as small-town, football games. As the clock winds down, players grab an orange vat with a green label and douse the winning coach. This "Gatorade shower" has made the sports drink one of the world's best-known brands and helped pave the way for other niche products and beverage categories that now compete with traditional carbonated soft drinks. What marketing challenges do soft drink companies face, especially given health concerns and the recessionary economy? Wharton faculty and other experts weigh in. Wed, 02 Sep 2009 16:37:02 EST