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Counter-Cola - A Multinational History of the Global Corporation (Hardcover)
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Counter-Cola - A Multinational History of the Global Corporation (Hardcover)
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Counter-Cola charts the history of one of the world's most
influential and widely known corporations, The Coca-Cola Company.
Over the past 130 years, the corporation has sought to make its
products, brands, and business central to daily life in over 200
countries. Amanda Ciafone uses this example of global capitalism to
reveal the pursuit of corporate power within the key economic
transformations-liberal, developmentalist, neoliberal-of the
twentieth and twenty-first centuries. Coca-Cola's success has not
gone uncontested. People throughout the world have redeployed the
corporation, its commodities, and brand images to challenge the
injustices of daily life under capitalism. As Ciafone shows,
assertions of national economic interests, critiques of cultural
homogenization, fights for workers' rights, movements for
environmental justice, and debates over public health have obliged
the corporation to justify itself in terms of the common good,
demonstrating capitalism's imperative to either assimilate
critiques or reveal its limits.
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