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Item Information   Copy / Holding Information     Booklist Review     Choice Review     Library Journal Review     Publisher Weekly Review     Table of Contents     More Content       More by this author     Elmore, Bartow J.     Subjects     Coca-Cola Company.     Carbonated beverage industry -- United States.     Soft drink industry -- United States.     Advertising -- Carbonated beverages.     Branding (Marketing)     Corporations -- Moral and ethical aspects.     Social responsibility of business.     Sustainable development.     Browse Catalog     by author:      Elmore, Bartow J.       by title:      Citizen Coke : the m...       by call number:      338.766362 E48c     Search the Web     Elmore, Bartow J.     Coca-Cola Company.     Carbonated beverage industry -- United States.     Soft drink industry -- United States.     Advertising -- Carbonated beverages.     Branding (Marketing)     Corporations -- Moral and ethical aspects.     Social responsibility of business.     Sustainable development.       MARC Display

Citizen Coke : the making of Coca-Cola capitalism / Bartow J. Elmore. by Elmore, Bartow J. W.W. Norton & Company, [2015] Call #: 338.766362 E48c Subjects Coca-Cola Company.   Carbonated beverage industry -- United States.   Soft drink industry -- United States.   Advertising -- Carbonated beverages.   Branding (Marketing)   Corporations -- Moral and ethical aspects.   Social responsibility of business.   Sustainable development. ISBN:  9780393241129 (hc.) Edition:  First edition. Description:  416 pages, 8 pages of unnumbered plates : illustrations ; 25 cm. Bibliography:  Includes bibliographical references (pages [371]-394) and index. Contents:  Part 1: Citizen Coke comes of age, 1886 to 1950. Tap water: packaging public water for private profit ; Waste tea leaves: recycling caffeine found in other industries' trash ; Sugar: satiating Citizen Cane's sweet appetite; Coca leaf extract: hiding the cocaine-cola connection ; Cocoa waste: synthesizing caffeine in chemical labs -- Part 2: The costs of empire, 1950 to today. Water from abroad: securing access to overseas oases ; Coffee beans: capitalizing on the decaf boom ; Glass, aluminum, plastic: selling curbside recycling to America ; High-fructose corn syrup: storing sweeteners in stomach silos -- Epilogue. Sustaining Coke's future? Summary:  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. Bartow Elmore teaches history at the University of Alabama. Holds:  0   Copy/Holding information Location Collection Call No. Item type Status   Bedford Public Library Adult Nonfiction 338.766362 E48c Adult books Checked in Add Copy to MyList

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