Citizen Coke: The Making of Coca-Cola Capitalism

Business & Finance, Business Reference, Corporate History, Industries & Professions, Industries, Economics
Cover of the book Citizen Coke: The Making of Coca-Cola Capitalism by Bartow J. Elmore, W. W. Norton & Company
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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.

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"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.

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