Citizen Coke: The Making of Coca-Cola Capitalism
Business & Finance, Business Reference, Corporate History, Industries & Professions, Industries, Economics
| Author: | Bartow J. Elmore | ISBN: | 9780393245936 |
| Publisher: | W. W. Norton & Company | Publication: | November 3, 2014 |
| Imprint: | W. W. Norton & Company | Language: | English |
| Author: | Bartow J. Elmore |
| ISBN: | 9780393245936 |
| Publisher: | W. W. Norton & Company |
| Publication: | November 3, 2014 |
| Imprint: | W. W. Norton & Company |
| Language: | English |
"Citizen Coke demostrate[s] a complete lack of understanding about…the Coca-Cola system—past and present." —Ted Ryan, the Coca-Cola Company
By examining “the real thing” ingredient by ingredient, this brilliant history shows how Coke used a strategy of outsourcing and leveraged free public resources, market muscle, and lobbying power to build a global empire on the sale of sugary water. Coke became a giant in a world of abundance but is now embattled in a world of scarcity, its products straining global resources and fueling crises in public health.
"Citizen Coke demostrate[s] a complete lack of understanding about…the Coca-Cola system—past and present." —Ted Ryan, the Coca-Cola Company
By examining “the real thing” ingredient by ingredient, this brilliant history shows how Coke used a strategy of outsourcing and leveraged free public resources, market muscle, and lobbying power to build a global empire on the sale of sugary water. Coke became a giant in a world of abundance but is now embattled in a world of scarcity, its products straining global resources and fueling crises in public health.
