Citizen Coke the making of Coca-Cola capitalism

✍ Scribed by Bartow J. Elmore

• Publisher: W. W. Norton & Company
• Year: 2014;2016
• Tongue: English
• Weight: 451 KB
• Category: Fiction

✦ Synopsis

An absorbing history of how Coke's insatiable thirst for natural resources shaped the company and reshaped the globe.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.

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,...