Citizen Coke: the making of Coca-Cola capitalism

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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, who scaled an Atlanta soda-fountain operation into a national empire, and "boss" Robert Woodruff, who nurtured partnerships with companies like Hershey and Monsanto. These men, and the company they helped build, were seen as responsible citizens, bringing jobs and development to every corner of the globe. But as Elmore shows, Coke was usually getting the sweet end of the deal.It continues to do so. Alongside Coke's recent public investments in water purification infrastructure, especially in Africa, it has also built--less publicly--a rash of bottling plants in dangerously arid regions. Looking past its message of corporate citizenship, Elmore finds a strategy of relentless growth.The costs shed by Coke have fallen on the public at large. Its annual use of many billions of gallons of water has strained an increasingly scarce global resource. Its copious servings of high-fructose corn syrup have threatened public health. Citizen 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.
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ISBN:
9780393241129
9781982401955
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Grouped Work ID 8caf87a4-bf3f-5eee-6e16-2492f4938406
Grouping Title citizen coke the making of coca cola capitalism
Grouping Author elmore bartow j
Grouping Category book
Last Grouping Update 2019-10-01 23:07:57PM
Last Indexed 2019-10-21 00:27:05AM

Solr Details

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auth_author2 Hughes, William, 1957-
author Elmore, Bartow J.
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display_description Coke's insatiable thirst for resources shapes the company and reshapes the globe in this absorbing history. Coca-Cola's success in building a global empire out of sugary water drew on more than a secret formula and brilliant advertising. The real secret to Coke's success was its strategy, from the beginning, to offload production costs and risks onto suppliers and franchisees. Outsourcing and a trim corporate profile enabled Coke to scale up production of a low-price beverage and realize 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, an increasingly precious global resource, 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. Citizen 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.
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subject_facet Coca-Cola Company
Social responsibility of business
Soft drink industry -- United States
Sustainable development
title_display Citizen Coke : the making of Coca-Cola capitalism
title_full Citizen Coke : the making of Coca-Cola capitalism / Bartow J. Elmore
Citizen Coke : the making of Coca-Cola capitalism [electronic resource] / Bartow J. Elmore
title_short Citizen Coke :
title_sub the making of Coca-Cola capitalism
topic_facet Social responsibility of business
Soft drink industry
Sustainable development