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Citizen Coke: the Making Of Coca-Cola Capitalism
[Paperback - 2016]
bartow j. elmore
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Category: Business
Publisher: W. W. Norton & Company | ISBN: 9780393353341 | Pages: 0
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Description

"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.

About the Author

Bartow J. Elmore teaches environmental and business history at The Ohio State University. For Seed Money, he received the J. Anthony Lukas Work-in-Progress Award and a New America fellowship. He lives with his family in Columbus, Ohio.

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