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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

  • Citizen Coke: The Making Of Coca-cola Capitalism available on August 10 2018 from Indigo for 32.95
  • Citizen Coke available on February 28 2018 from Newegg for Https://" itemprop="offers" target="_external" title="" itemscope itemtype="">7.82
  • Citizen Coke: The Making of Coca-Cola Capitalism available on April 21 2016 from Amazon for 17.35
  • ISBN bar code 9780393241129 ξ1 registered November 21 2016
  • ISBN bar code 9780393241129 ξ2 registered June 26 2015
  • ISBN bar code 9780393241129 ξ3 registered June 06 2016
  • ISBN bar code 9780393241129 ξ4 registered April 26 2015
  • Product category is Book
  • Manufacturered by W. W. Norton & Company

  • # 978039324112
  • # 9SIABHA4P70826

  • Product weight is 0 lbs.
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 new history Bartow J. Elmore explores Coke through its ingredients, showing how the company secured massive quantities of coca leaf, caffeine, sugar, and other inputs. Its growth was driven by shrewd leaders such as Asa Candler, who scaled an Atlanta soda-fountain operation into a national empire, and “boss” Robert Woodruff, who nurtured partnerships with companies like Hershey and Monsanto. These men, and the company they helped build, were seen as responsible citizens, bringing jobs and development to every corner of the globe. But as Elmore shows, Coke was usually getting the sweet end of the deal. It continues to do so. Alongside Coke’s recent public investments in water purification infrastructure, especially in Africa, it has also built—less publicly—a rash of bottling plants in dangerously arid regions. Looking past its message of corporate citizenship, Elmore finds a strategy of relentless growth. The costs shed by Coke have fallen on the public at large. Its annual use of many billions of gallons of water has strained an increasingly scarce global resource. Its copious servings of high-fructose corn syrup have threatened public health. Citizen Coke became a giant in a world of abundance. In a world of scarcity it is a strain on resources and all who depend on them.

    ^ Citizen Coke : The Making of Coca-Cola Capitalism by Bartow J. Elmore (2014, Hardcover) (revised Apr 2021)
    ^ Citizen Coke: The Making Of Coca-cola Capitalism Indigo. (revised Aug 2018)
    ^ Citizen Coke, W. W. Norton & Company, Inc.. Newegg. (revised Feb 2018)
    ^ Citizen Coke: The Making of Coca-Cola Capitalism, W. W. Norton & Company. Amazon. (revised Apr 2016)

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A well crafted look at the effect and cost that the Coca-Cola corporation has had on america. Be ready to put your soft drink use aside after you read this insightful book. It really increases your awareness about how corporations manipulate you and me to get their way when they can't buy politicians. The myth has been that corporations have carried america, but this book shows how it is the other way around. A good educational read.
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