Citizen Coke - The Making of Coca-Cola Capitalism (Hardcover)

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. 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."

General

Imprint:	W W Norton & Co Inc
Country of origin:	United States
Release date:	February 2015
First published:	November 2014
Authors:	Bartow J. Elmore
Dimensions:	244 x 165 x 38mm (L x W x T)
Format:	Hardcover - Cloth over boards
Pages:	432
ISBN-13:	978-0-393-24112-9
Categories:	Books > Business & Economics > Business & management > Business ethics Books > Humanities > History > History of specific subjects > History of specific institutions Books > Business & Economics > Industry & industrial studies > Manufacturing industries > Food manufacturing & related industries > General Books > History > History of specific subjects > History of specific institutions
LSN:	0-393-24112-2
Barcode:	9780393241129

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