Dr. John S. Pemberton invented Coca-Cola in 1886. The formula was kept a close secret, only shared with a small group and not written down. Even today, over 125 years later, the formula remains a closely guarded secret. In the fiscal year ended December 31, 2011, Coca-Cola's return on equity was 26.85%. This appears to (contradict/support) the claim that barriers to entry seldom last forever