Coca Cola Capitalism

Excerpted from the book citizen coke.

Coca cola capitalism.

Coca cola is one of the most powerful economic institutions of our time but its social and ecological impacts remain understudied. The making of coca cola capitalism bartow elmore examines the history of coca cola from its modest beginnings until it became one of the most valuable trademarks in the world. Elmore coca cola was the world s most valuable brand in 2012. The making of coca cola capitalism.

A process of change that happens everywhere when a militarily and or culturally advanced. The two main ingredients are kola nuts and coca. This resulted in coca cola s first lawsuit and trial where the. In 1909 the pure food and drug act passed and the united states government seized 40 barrels and 20 kegs of coca cola syrup because they considered the added caffeine to be a harmful ingredient.

Now in the hands of a talented young historian corporate capitalism gets the attention it deserves in a careful dissection of the material underpinnings of the world s most valuable brand. Coca cola or coke is manufactured by the coca cola company in georgia america. 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. The making of coca cola capitalism by bartow j.

Use features like bookmarks note taking and highlighting while reading citizen coke. The soft drink company proved incredibly adept at getting other businesses and local governments to bear the majority of the costs of producing and distributing its products. Originally colonel pemberton was looking for a way to wean himself off the morphine addiction he d picked up after the american civil war. Download it once and read it on your kindle device pc phones or tablets.

It is a portmanteau of the name of the multinational soft drink maker and colonization. It was originally created as a medicine and evolved to become the world s most popular carbonated soft drink. For most of its history the company owned no bottling plants water sources cane or cornfields. How did coca cola build a global empire by selling a low price concoction of mostly sugar water and caffeine.

The making of coca cola capitalism kindle edition by elmore bartow j. He developed a medication containing carbonated water coca leaves a source of cocaine and kola nuts a source of caffeine. Elmore examines every ingredient in the beverage and explained how the company could always lower its expenses by finding cheap substitutes as well as. That year the company was all over the map operating in over two hundred countries and selling more than 1 8 billion beverage servings per day one serving for every four people on earth.

Cocacolonization alternatively coca colonization refers to the globalization of american culture also referred to as americanization pushed through popular american products such as soft drink maker coca cola.