|By (author):||Elmore, Bartow J|
|Subject:||BUSINESS & ECONOMICS / Environmental Economics|
|BUSINESS & ECONOMICS / Industries / Food Industry|
|Size:||9.50in x 6.60in x 1.50in|
|From The Publisher*||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.|
|Review Quote*||"A well-researched and accessible history of one of the world's most iconic brands."|
"Coca-Cola is one of the most powerful economic institutions of our time, but its social and ecological impacts remain understudied. Now, in the hands of a talented young historian, corporate capitalism gets the attention it deserves in a careful dissection of the material underpinnings of the world's most valuable brand. will cause you to drink less and think more."
" is a brilliant analysis of Coke's empire in ecological, economic, and social terms. It allows us to see the contours of an economy based on partnerships between governments and corporations like Coca-Cola. It makes us conscious of the giant ecological footprint of the Real Thing, which impacts the real lives of real people. If you want a deeper understanding of our world today, read ."
"A fascinating, thought-provoking approach to Coca-Cola history through the drink's primary ingredients-water, sugar, high-fructose corn syrup, coca leaf, caffeine-and the glass, plastic, and aluminum that contain them."
"[Offers] unaccustomed perspectives on a company whose leading product is a household name around the globe… thought-provoking."
""...this is a carefully researched and thoughtful history of a fascinating corporation...""
""forceful, deeply researched book…""
|Biographical Note||Bartow J. Elmore, an Atlanta native, grew up drinking Coke. He now teaches history at the University of Alabama.|