In 2012, Sanofi, a French pharmaceutical company, was considering forming a joint venture with the American soft drinks giant Coca-Cola to develop and commercialize a new line of beauty drinks, “Beautific,” which would provide health and beauty benefits to consumers. Rumours about the partnership in the press had been met with anger from Sanofi’s employees and skepticism from market analysts. It was unclear whether the initiative made sense from a .....more