Bücher online kaufen
Citizen Coke: The Making of Coca-Cola Capitalism
-0 %
 |
| Der Artikel wird am Ende des Bestellprozesses zum Download zur Verfügung gestellt. |
Artikel-Nr:
9780393245936
Veröffentl:
2014
Seiten:
432
Autor:
Bartow J. Elmore
eBook Typ:
EPUB
eBook Format:
Reflowable
Kopierschutz:
Adobe DRM [Hard-DRM]
Sprache:
Englisch
Beschreibung:
Coca-Cola's success in building a global empire drew on more than a secret formula and brilliant advertising. The secret to Coke's success was its strategy to offload production costs and risks on to suppliers and franchisees. Outsourcing and a trim corporate profile enabled Coke to scale up production of a low-price beverage and realise 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 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. 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.
"Citizen Coke demostrate[s] a complete lack of understanding about…the Coca-Cola system—past and present." —Ted Ryan, the Coca-Cola Company
By examining “the real thing” ingredient by ingredient, this brilliant history shows how Coke used a strategy of outsourcing and leveraged free public resources, market muscle, and lobbying power to build a global empire on the sale of sugary water. Coke became a giant in a world of abundance but is now embattled in a world of scarcity, its products straining global resources and fueling crises in public health.