Citizen Coke
The Making of Coca-Cola Capitalism| By: | Bartow J. Elmore |
| Publisher: | W. W. Norton |
| Print ISBN: | 9780393353341 |
| eText ISBN: | 9780393245936 |
| Edition: | 0 |
| Format: | Reflowable |
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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.