It is different if the company has legit foreign operations.
People think these strategies work but they dont. The irs is only recently getting around to finishing audits that involve these creative structures.
One of the points in this presentation was that for intangible goods, it's much easier to pull these schemes off, so it makes complete sense to me that Coke would get hit but tech companies would not.
https://www.bloomberg.com/news/articles/2011-10-13/irs-audit...
The IRS has been auditing these structures for years, and they completed many audits a decade ago. If I recall correctly, they issued the Coordinated Issue Paper (which addressed these foreign IP transfers and cost-sharing agreements) in 2007.
http://www.nytimes.com/interactive/2012/04/28/business/Doubl...