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Citizen Coke: The Making of Coca-Cola Capitalism

Dimensions: L: 15.75cm x W: 3.56cm x H: 23.62cm

Product Code: 9780393241129

Availability: 1 copy left

Coca-Cola's success in building a global empire drew on more than a secret formula and brilliant advertising. The secret to Coke's success was its strategy to offload production costs and risks on to suppliers and franchisees. Outsourcing and a trim corporate profile enabled Coke to scale up production of a low-price beverage and realise huge profits. But the costs shed by Coke have fallen on the public at large. Coke now uses an annual 79 billion gallons of water and its reliance on corn syrup has helped fuel our obesity crisis. Bartow J. Elmore explores Coke through its ingredients, showing how the company secured massive quantities of coca leaf, caffeine, sugar and other inputs. Coke became a giant in a world of abundance. In a world of scarcity it is a strain on resources and all who depend on them.

Book Title Citizen Coke: The Making of Coca-Cola Capitalism
ISBN 9780393241129
By Author(s) Bartow J. Elmore
Publisher Norton
Pages 432
Format Hardback
Dimensions 15.75cm x 3.56cm x 23.62cm
Notes The book images and summary displayed may be of a different edition or binding of the same title.