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Citizen Coke: The Making of Coca-Cola Capitalism
Bartow J. Elmore
€ 19.99
€ 18.22
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Description for Citizen Coke: The Making of Coca-Cola Capitalism
Paperback. "Citizen Coke demostrate[s] a complete lack of understanding about .. the Coca-Cola system-past and present." -Ted Ryan, the Coca-Cola Company Num Pages: 432 pages, 8 pages of illustrations. BIC Classification: KCN; KJZ; KNDF. Category: (G) General (US: Trade). Dimension: 211 x 141 x 30. Weight in Grams: 352.
How did Coca-Cola build a global empire by selling a low-price concoction of mostly sugar, water, and caffeine? The easy answer is advertising, but the real formula to Coke's success was its strategy, from the start, to offload costs and risks onto suppliers, franchisees, and the government. For most of its history the company owned no bottling plants, water sources, cane- or cornfields. A lean operation, it benefited from public goods like cheap municipal water and curbside recycling programs. Its huge appetite for ingredients gave it outsized influence on suppliers and congressional committees. This was Coca-Cola capitalism. In this ... Read more
How did Coca-Cola build a global empire by selling a low-price concoction of mostly sugar, water, and caffeine? The easy answer is advertising, but the real formula to Coke's success was its strategy, from the start, to offload costs and risks onto suppliers, franchisees, and the government. For most of its history the company owned no bottling plants, water sources, cane- or cornfields. A lean operation, it benefited from public goods like cheap municipal water and curbside recycling programs. Its huge appetite for ingredients gave it outsized influence on suppliers and congressional committees. This was Coca-Cola capitalism. In this ... Read more
Product Details
Publisher
WW Norton & Co
Format
Paperback
Publication date
2017
Condition
New
Number of Pages
432
Place of Publication
New York, United States
ISBN
9780393353341
SKU
V9780393353341
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-13
About Bartow J. Elmore
Bartow J. Elmore grew up in Coke country: Atlanta, Georgia. An environmental and business historian, he teaches at the University of Alabama in Tuscaloosa.
Reviews for Citizen Coke: The Making of Coca-Cola Capitalism
Lucid... What Elmore does best is analyze how Coke takes advantage of global public works and government interventions to boost its place in world markets.
Beth Macy - New York Times Book Review A well-researched and accessible history of one of the world's most iconic brands.
Publishers Weekly As the soda wars heat up, ... Read more
Beth Macy - New York Times Book Review A well-researched and accessible history of one of the world's most iconic brands.
Publishers Weekly As the soda wars heat up, ... Read more