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Some business rivalries seem carved in stone, only to be rewritten without warning every so often. The latest move comes from the fast-food sector: KFC announced that starting in January, it will stop serving Pepsi at its 3,600 U.S. restaurants and switch back to Coca-Cola dispensers, ending an almost four-decade-long relationship with the company based in Purchase. For the average diner, it’s just a change of soft drink. For anyone following markets, interest rates, and consumer spending, it’s a masterclass in strategy that can be applied to almost any industry, including ours.