CokeZero

Rafi Mohammed, author of The Art of Pricing, says Coca-Cola is selling itself short. Some of its beverages, such as Coke Zero, could be priced higher, potentially raising the company's margin and profit. But in the Cola Wars, could higher prices cause a customer retreat?

What does Venezuelan President Hugo Chavez want this time? And why has Coca-Cola become his favorite whipping boy? For the third time in three years, the Venezuelan government has unloaded on the company, this time banning Coke Zero due to unspecified "dangers to health." The soft drink, produced...