Citizen Coke: The Making of Coca-Cola Capitalism

Citizen Coke: The Making of Coca-Cola Capitalism PDF

Author: Bartow J. Elmore

Publisher: W. W. Norton & Company

Published: 2014-11-03

Total Pages: 386

ISBN-13: 0393245934

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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.