At the height of competition, many companies go out to eliminate other companies so that they can prove each other and even conquer their markets. This can be done maliciously and most of the time companies report each other. According to McAllister, some companies are in the habit of insinuating unconfirmed reports about other companies or even indirectly attracting other companies, which generates wars in the courts. This has a substantial effect on the market, especially because the product is in high demand and attracts a lot of attention from customers (McAllister, 1996). One of the most revered examples of power struggle between companies is that of Coca-Cola and Pepsi where accusations flew over advertisements in the 1980s against each other's products. Many have seen this as not right, with accusations of unfair practices causing a social rift over support