Global Atlanta
Marketing and business scholars have long observed a “rule of three” when it comes to the formation of markets and industries, a natural progression where disruption gives way to consolidation and a triad of core players emerge before the cycle repeats itself.
Jagdish Sheth, Charles H. Kellstadt professor of marketing at
Emory University’s Goizueta Business School, said the phenomenon easy to see in the Big Three U.S. automakers, airline alliances (SkyTeam, OneWorld and Star) mobile phone networks (Verizon, AT&T, T-Mobile/Sprint) soft drinks (Coca-Cola, Pepsi, Keurig/Dr. Pepper) and semiconductors (Intel, TSMC and Qualcomm) and the list goes on.
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